This is certainly a service I expect some people will be using. It might even be a source of data for Google - d'ya think?
I doubt that I'll be using it, unless they actually DO "overload it with features" - like really good tracking. However, they did start out with some decent tracking. For example, here's a shortened URL for this very thread: http://goo.gl/Hrt9 [goo.gl] and you can track the clicks here: http://goo.gl/info/Hrt9#week [goo.gl]
Also note "All goo.gl URLs and click analytics are public and can be shared by anyone." And they generate a QR code, too.