Incogni is a data removal service owned by Surfshark, a VPN and cybersecurity company, as part of the Surfshark/Nord Security group. The service works to remove your personal information from data brokers and people-search sites — companies that collect and resell your data without your consent. Unlike data brokers themselves, Incogni doesn't collect or profit from selling your information; instead, it charges you to opt out from those third-party services. There's still a legitimate debate about whether privacy companies should diversify into data removal services, but the core concern about a parent company profiting from the problem it's supposed to solve doesn't apply here. Incogni targets the actual source of the problem — the data brokers and aggregators — rather than operating as one itself. The ethical questions around data removal services are real and worth considering, but they're different from what you'd see with a company that both collected your data and charged you to remove it.