The service in there that surprised me was Google's. While the chrome shortener extension has been out for a while it wasn't officially announced until last wee

The service in there that surprised me was Google's. While the chrome shortener extension has been out for a while it wasn't officially announced until last week. Given that the big value add (beyond white labeling) that is being provided by these services is analytics tracking I'd be deeply concerned about a new URL shortener run by the same company with the dominant web analytics package. It's only a matter of time until goo.gl stats are displayed within Google analytics and when that hits I wonder how many will stay with the current shortener services.