I like this better than bit.ly because my links look legit, not iffy. People (especially me) are becoming more wary of clicking on links that have been shortened by sites like bit.ly. You can't tell if you're actually going to be taken to the advertised site or tricked into going somewhere else. With this shortener, it shows your web address in the link so people KNOW they're going to your website. It even tells you how many times your link has been clicked on! Definitely a keeper!