Google was already in the middle of a class-action lawsuit regarding the incognito mode, where they were accused of tracking user activity. And, they agreed to settle the lawsuit.
To conclude that and move on, they will have to make the necessary changes to prevent another lawsuit against them.
It's never been a secret what incognito mode does. Websites have always still been able to do whatever they want with your traffic, because the browser doesn't control that in any way.
it’s obviously not obvious to some people who think it gives them some semblance of privacy.people who think it gives them some semblance of privacy.
As I said in a different comment, it should have been obvious to anyone with with basic reading skills. Google may be a shitty company (it surely is), but the PEBCAK factor is strong factor in this case.
The only “private mode” of browsing is anything that’s not Chrome or Edge.
Disagree. Independently on the browser you use, website may track you server side and you wouldn't ever know.
Honestly, this article is pretty bad at explaining the problem here. It's clear that other websites will try to track you, but the important part of this incognito drama is this:
The plaintiffs also accused Google of taking Chrome users' private browsing activity and then associating it with their already-existing user profiles.
That's not true. If you're intentionally logged in to a website, sure, but tracking without an account requires action on the part of your browser, assuming you're using a VPN. Cookies, ad-IDs, user agent, preferred language, etc. is all information that the browser can decide if it provides or not.
I promise none of these people are using a VPN. IP is plenty.
Chrome never claimed it was spoofing any of those details, and spoofing those details without clearly telling the users what they're doing and why would murder the user experience. Their position as a browser had literally no impact on that tracking.