The description of Incognito Mode was always very clear that the client wasn't tracking you, but servers could still track you. The fact that Google has another product, Google Analytics, that they offer any website developer that want to put it on their site, does not mean their original description of Incognito Mode was inaccurate.
Especially as a technologist, it irks me when I see journalists deliberately obfuscating what actually goes on with Incognito Mode.