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I think they just need to shorten URLs and they can use anybody else’s service so they’ve made their own. As long as it remains at that I don’t see it being important at all. I bet Microsoft, Apple or any other big company with a brand to protect and too much traffic would have to do the same.
It’ll get important if they do something crazy like pay you a cent for each click because who knows what and put out of business all the other url shorteners (I’m using the term business quite loosely here).