Incognito Mode Isn't Doing What You Think It's Doing

Private browsing, for one thing, may be giving holiday shoppers a false sense of privacy

There is an urban myth that says online shoppers who doggedly search for certain items on the web get tagged by algorithms that then cause them to see higher prices than others shopping for those same items.

But while such "private" settings as Google Chrome's incognito mode or Safari private browsing mode do offer some benefits, getting a better price isn't one of them.

Read more at the Wall Street Journal.