I like that it works as an url-shortening service without any subscription required to provide this feature of my website or app! It is also easy in managing all available urls from one place (webmaster tools). Nothing particular about goo at current time but i guess they will keep working hard so more features are going be added soon :) Great product which saves me lota work by allowing sharing easily through different social media platforms etc., Also allows tracking clicks made via its own analytics dashboard provided along side each link created using their services!