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Get a life? Oh wait, because posting comments about how "overwhelmed" the web is with social networks and related services is just an amazing lifestyle... And, what exactly is a "real service" to you, if URL shortening is not? While I agree that it would be best if we didn't have to shorten URLs, it's here to stay and isn't going to change anytime soon, so that definitely makes it a "real" service. Not to mention that I never claimed (in this piece at least) that it's an industry.