Incognito mode includes the following text on the new tab screen:

> Now you can browse privately, and other people who use this device won't see your activity. However, downloads and bookmarks will be saved.

> Chrome won't save the following information: Your browsing history, Cookies and site data, Information entered in forms

> Your activity might still be visible to: Websites you visit, Your employer or school, Your internet service provider.

I'm normally a pretty pro-digital privacy person, because I believe the odds are stacked against average consumers to an unimaginable degree. That said, I don't believe incognito mode is misleading about what it achieves. I think it's pretty upfront about what it does and what it doesn't do.

It would be interesting to see counterproofs to the claim that "other people who use this device won't see your activity". They might not see it in Chrome, but what if I search pregnancy tests and then another user of the same device sees Google Ads for pregnancy tests, or for baby products? They'll reasonably infer someone was looking for them and this might put lives in danger.

The example is not theoretical: https://www.ftc.gov/news-events/blogs/business-blog/2021/01/...