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It seems like everyone and their mother now has their own URL shortening service, or at least their own short domain. Short URLs have almost become a branding thing. But as the use of short links keeps going up, the market share among different URL shortening services is fragmenting. The biggest URL shortening service is still bit.ly, with more than 2 billion links a month, but it now only has a 56 percent market share of short links on Twitter, compared to nearly 80 percent last summer. (...)