Google first introduced its URL Shortener (goo.gl) last December as part of Google Toolbar and Feedburner. Since its initial release, Google integrated the technology into many other Google products including News, Blogger, Maps, Picasa Web Albums, and Moderator.
Today however Google has launched a new website http://goo.gl/
seems like another useful resource for link sharing, especially goo.gl seems to offer a bit of protection from phishing attacks too - something bit.ly might not be doing - not sure how effective it is. anyways - more options the better!
I would rather "see where I'm going".
There is an extension called Long URL please for Firefox which tries to help with that, but I don't think it supports goo.gl yet.