Netflix have an option to turn off history for users -- it's more like if that doesn't turn off the recording of history but only the display of history. It's

Netflix have an option to turn off history for users -- it's more like if that doesn't turn off the recording of history but only the display of history. It's absolutely the expectation of users that Google's Incognito mode makes you incognito to Google; of course normal users don't differentiate between the browser and the search engine accessed through the browser. Google themselves blur this line with the "Google" app, for example. Users think IE/Edge is "the internet", Google seemed to capitalist that thinking with the way they positioned themselves, on Android at least.