The document discusses private browsing modes in browsers and mismatches between how they are marketed and how they actually function. It proposes a new web extension, KEEPrivate, to better align user expectations of privacy and anonymity with the actual level of protection provided. KEEPrivate aims to simplify blocking of third-party trackers and cookies with an easy-to-use interface. A survey found users expect private browsing to be anonymous and untraceable, but it does not fully prevent tracking due to limitations of existing private modes.