It was hilarious at the recent Office 2.0 conference (the day after chrome launched). The enterprise lead from Google was there talking about incognito mode and his use case was for someone searching for athlete's foot remedies! Let's just get it out in the open - 99.99% of the time that incognito (and other private browsing options) are used, it'll be to cover up porn surfing Let's just get over it..... - Ben Kepes from FriendFeed MT Plugin