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I might be missing something here but am unable to understand the true purpose of link shortener services like bit.ly or is it just a lot of hype!
Truly if you type nyti.ms on your URL bar on the browser it takes you to http://www.nytimes.com, but still what is so hard in typing “nytimes.com! which is far much comprehensible to read and understand leave alone to remember!
Does shortening URL serve any purpose in web development?
Why should someone want use obscure shortened URL?
Think of e.g. Twitter. You have only 140 characters to give. If you want to add a URL to your message, it better be short – especially if you are not linking to the home page of another website, but somewhere deep.