See the full article for more on the URL-shortening service competitive landscape
The new Goo.gl service is a direct attack on Bit.ly, a URL shortener developed in-house at Betaworks Studio. Bit.ly has fast become the de facto link shortener on Twitter and many third-party Twitter clients, and the service even raised a $2 million round of venture financing from investors that included Alpha Tech Ventures, the software industry pioneer Mitch Kapor and the early Google investor Ron Conway.
Goo.gl Challenges Bit.ly as King of the Short - Bits Blog - NYTimes.com
Sounds like Google is once again taking food out the small peoples mouths....eg...tinyurl....smh
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