Ah, I thought that Chrome would be installed as a native .deb package, given the example shown in the first post of the thread. But since it's a Flatpak the only change is in the way it's invoked. Everything after the equal sign is the actual command; you can type this in the terminal as well.
Exec=flatpak run com.google.Chrome --incognito <url>
By the way, to find the name of the flatpak package run flatpak list and look for the Application ID column. You would also use this ID to install packages over the terminal, and you can search for it by running flatpak search <package>.
You can also head over to https://flathub.org and search there.
I suspect you mean this because of the use of Flatpaks? Ubuntu doesn't like this package format as they have their own, Snap, but as @Aravisian said this is the only discrepancy with Ubuntu as far as system structure goes.