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.
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.
Google makes billions from targeted advertising every year, don't expect it to improve privacy unless it's forced to by regulation or competition.
Yeah, I have been wondering my whole life that there are so many people believing in 'privacy tools' by companies like Google. This is one of the things that mystifies me most.
Before they switched to the two column layout I swear the message used to be about the same as what they updated it to. But it's been a long time since I used Chrome.