This have been available for many versions. It's not quite as straightforward, but you can define custom services using Automator, and subsequently bind them t

This have been available for many versions. It's not quite as straightforward, but you can define custom services using Automator, and subsequently bind them to any key combo using System Preferences. Since Automator workflows can do pretty much anything (like running AppleScripts, shell scripts, manipulating other apps etc...) you're pretty much free to do what you want.