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We first introduced the Google URL Shortener (goo.gl) last December as part of Google Toolbar and Feedburner. Since our initial release, we’ve integrated the technology into many other Google products including News, Blogger, Maps, Picasa Web Albums, and Moderator, but people have been asking for a direct way to use the service. Today we're giving goo.gl its own website (http://goo.gl/, of course!). We don't intend to overload goo.gl with features, but we do want it to be the stablest, most secure, and fastest URL shortener on the web.
I'm immediately suspicious. What's that say about me?
"If people are that excited about it, we figured why not open it up to the world," Cutts said.
And is it taking aim at any particular product?
"By just showing up at the table and providing a really nice service, you can motivate everyone to improve in the space," he said. "We definitely don't want to kill anyone."
With all the current shortening services out there, why do we suddenly need a new one?
Wonder if they've allowed for baddies?
You also know that when you click a goo.gl shortened URL, you’re protected against malware, phishing and spam using the same industry-leading technology we use in search and other products.
Why? Because I always click on bit.ly etc links in tweets, despite the fact that I have no idea where that link is about to take me (I cannot see the domain to which the shortened link points).