Sorry, just saw your comment. Copying from another thread, I use it to more privately browse the web, separate my personal and professional accounts, and manage links. For example, when I open OneDrive link, I don't want it to open in my work profile. It's not a big deal, but it allows to keep personal and professional lives a little better.

Also, since the ads companies are migrating from solely using your IP and cookies for tracking to creating a comprehensive browser fingerprint, it allows you to better control what data you feed to them.