Im not sure anyone will really make the association with Libya (I, for example, didn't know off hand that was where it was for). I think you're right it is a c

Im not sure anyone will really make the association with Libya (I, for example, didn't know off hand that was where it was for). I think you're right it is a current fad - and one that will end soon (all these fads are driven from the lack of available "good" domains I guess). But I am not sure it is a fatal choice; of course .ly is going to be lower performing than .com/.org/etc but I doubt by much - it also has the advantage of being quite "natural" to add/type.