One URL Shortener to Rule Them All

I'm starting to think that goo.gl will be that. It has the tremendous advantage of being part of Google, which means that it will probably never go away, at least if people start using it en masse. There's all sorts of potential for integration with Chrome, which would be to their advantage. I'm using it from now on. I really don't see a purpose, or a real business model, for the bit.lys of the world. This isn't something that really needs to exist on its own.