Google launches Goo.gl Url shortener

Google has launched http://goo.gl , the new Google Branded URL Shortener. Google URL Shortener is currently available for Google products and not for broader consumer use. Meaning it works well for Google products, but not as a TinyURL type service, at least not yet.
Google offers three reasons its URL shortner is the best. From its blog post:

• Stability: Google’s scalable, multi-datacenter infrastructure provides great uptime and a reliable service to our users.
• Security: As we do with web search, shortened URLs are automatically checked to detect sites that may be malicious and warn users when the short URL resolves to such sites.
• Speed: At Google we like fast products and we’ve worked hard to ensure this service is quick. We’ll continue to iterate and improve the speed of Google Url Shortener.