"Less is more," or "brevity is the soul of wit," might as well be the motto of Google's new URL shortcut with the tiny domain name go.co. It's not a public URL shortener but used only to link to "official Google products and services." Google just wrote about the new domain on their blog:
The shorter a URL, the easier it is to share and remember. The downside is, you often can’t tell what website you’re going to be redirected to. We’ll only use g.co to send you to webpages that are owned by Google, and only we can create g.co shortcuts. That means you can visit a g.co shortcut confident you will always end up at a page for a Google product or service.
Shorter URLs are extremely practical. Who doesn't love packing those cute little domain addresses into Tweets? They're certainly more convenient than typing in www. blah blah slash yada yada slash etecetera dot html.
But you never know where you'll end up, and this sometimes they lead to nasty surprises. With g.co, Google wants to elliminate the risks inherent in these link shortcuts. It'll be interesting to see what "products and services" they use them for.