Google initially debuted Goo.gl URL shortener last Decemeber. It indeed came out as a feature integrated into Google products like FeedBurner and others.
Though there were some Google Chrome extensions and other web services on the Internet to shorten URLs using Goo.gl. But now Goo.gl is now open to the public. Goo.gl has features like automatic spam detection and it has nearly 100% uptime since their initial launch. You can use your Google account to view URL history, traffic sources, referrers and visitor profiles for countries, browsers and platforms.
Earlier McAfee officially announced the launch of their own URL Shortener — McAf.ee. Since we are dealing with Google here we can expect some good features in terms of stability, speed and security.