To find out how Japanese travelers view the post-transition "experience, " Tokyo Correspondent Murakami Mutsuko signed up (incognito) for a four-day, three-night tour in the peak travel season.

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The catch: we would speak by phone, with Goldstein playing watchdog, and the mystery shopper would remain nameless and description-less -- more incognito than Brangelina on holiday.

CNN: Confessions of a hotel mystery shopper

While the area continues on a path to define itself, it has become evident that companies large and small all want to become involved from established brands (venture capital funds, production companies, talent agencies, studios, etc.) to the out-of-nowhere, newly-formed incognito ventures, everyone has caught a startup bug and seems to want to participate in this new emergence.

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And Hearts chairman Roman Romanov caused some confusion later that same month when he said a well-known figure was already "working incognito" for the club.

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The scenario that played out saw a hacktivist group, called "Incognito", threaten and apparently take down high-profile British e-commerce sites as part of a protest against a proposed set of government policies on online privacy.

BBC: Viewpoint: Preparing for the digital defence of the realm

They briefed the Cobra committee (made up on this occasion by on-the-ball, internet-savvy actors playing the prime minister, culture secretary and home secretary) on response strategies to the threat, analysed a simulated Twitter feed to gauge the social media response to the issue, and discussed and debated strategies for managing the attack on a chat site called the Und3rgr0und - the gathering place of choice for Incognito hacktivists.

BBC: Viewpoint: Preparing for the digital defence of the realm

The Northampton full-back throws his head back laughing at the image of Carling trying to remain incognito alongside Hagrid's body double.

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"It was all kind of terra incognito down there, " says novelist Jay McInerney, who fished in saltwater with Yera and landed a 40-pound cubera snapper.

FORBES: Magazine Article