Tracking, trading of personal information and profiling are very important topics in computer ethics but when these topics hit the courts, the judge can get hung up by just the wording of the incognito mode, which, as we all know, opens with a page that explicitly states, in non-technical terms so as many people as possible can understand, that this information will still be collected.
All of the well thought-out narratives on these topics can be worthless when a judge bans a practice because they didn't read the instructions when they opened incognito mode.