Sounds like the latest url shortener, called bit.ly, got a lot of attention. As an answer to my rant, that you have to involve an a-lister to get some attention, my good friend Nikos stepped forward and did a crash test: bit.ly vs. urlBorg.

To be honest, bit.ly has some nice features and anyone interested in this kind of things should give it a try. On the other hand urlBorg is ahead of bit.ly in some areas. Give both a try!