By far the most interesting part of Google’s new URL shortener (Goo.gl) is that, in addition to a bundle of real-time stats, the URL’s Goo.gl page includes a unique QR code. Clearly Google has plans for this to be a major component of Android and a mobile experience.
One other short note: The UI needs some assistance. Bit.ly’s one click copy, bookmarklet, dynamic refresh, etc make usage so simple. These are small enhancements that Google can / should clearly implement in short order.