This is the home of my Palms URL Shortener also called Pure-URL-s.
I'm using this on Twitter and for automatically shortening URLs to my blog posts before they end up in tweets.
»There are plenty of shorteners on the internet. Why do you need your own?«
Because now my short URLs are controlled by me.
It is a very good idea to keep content and short URLs in the control of the same person/party.