"Just what the world needs, another URL shortener, right? Google seems to think to, and it's making its own widely available to anyone — complete with tracking and statistics — for free. As noted on its blog: "There are many shorteners out there with great features, so some people may wonder whether the world really needs yet another. As we said late last year, we built goo.gl with a focus on quality. With goo.gl, every time you shorten a URL, you know it will work, it will work fast, and it will keep working. 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." Is bit.ly shaking in its boots?"