There's almost as many URL shorteners nowadays as group-buying sites.
Google has no (known) plans to start a group-buying site, but they have launched a URL shortener, the adorable "goog.gl" - but what makes it different than competitors?
Not a whole lot, actually. Bit.ly has complained that goo.gl is a shameless copy, referencing the classic adage, "Imitation is the sincerest form of flattery." So, currently there isn't much reason to choose goo.gl over ow.ly or su.pr or the countless shorteners that now exist. But if Google implements its wicked Google Analytics platform, that could definitely make goo.gl stand out from the crowd.