No need to build a new one every time; services like http://totally.awe.sm http://totally.awe.sm let you set up a URL shortener on any domain. (Disclaimer: the

No need to build a new one every time; services like http://totally.awe.sm http://totally.awe.sm let you set up a URL shortener on any domain. (Disclaimer: the founder is a friend of mine) And before you say "it's trivial, I could build that in a weekend" I suggest you try it; there is a lot of hidden complexity in something so simple, especially at any kind of scale.