Yeah but you are conflating the "tagline" with the full message.

By that regard, you aren't buying Apples, you are buying "Golden Delicious Apples certified organic by the State of California and could contain random chemical that might cause cancer to you"

Still apples, but now you question whether they are truly edible or safe, which you used to assume about all apples

In that analogy, it would be buying apples, but they only taste like apples. Underneath they’re oranges and always have been, and the little sticker on them says “Apple-seeming oranges”, so the consumer should have known.

When it came out it was don't save cookies so I can't be tracked.

Now that it is known google can track you outside of stored cookies it should probably be relabelled to no persistant cookies mode and leave the idea of incognito. Using that word makes it seem like you are using tor.