URL shortening — a niche service that exploded into the mainstream along with Twitter — has suddenly become a hotly competitive market, with a handful of new offerings. Market leader Bit.ly, as well as TinyURL and scores of other smaller players, now have to contend with Google and Facebook. The Google URL Shortener is currently available only in updated version of the Google Toolbar and FeedBurner. Facebook reportedly is readying its own service for launch.

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