Google have now officially announced that they have opened their goo.gl URL shortener as a public service to all users. Previously, the goo.gl service was only used internally for Google-related links and can be generated only from the Google toolbar or any service from Google. Now that Google has opened up their service, this is yet a new addition to their range of online internet products.
Personally, I believe that this is a testament to the fact that URL shorteners are not going away anytime soon and Google recognises the fact that such a service is needed for users to share links in a more convenient and memorable way. As it is, I did start my own online URL shortener service sometime last year, and it is still going on strong. I probably can tap into the market further with more promotions, now that Google is making aware of the existence of URL shorteners.