I like how easy it is for me as an individual user, since all my links are shortened using one tool! And even better - no ads or popups at any time of use (which some tools have).
Sometimes there can be issues with certain websites such as Facebook that makes loading take quite longer than what should really happen; But this usually resolves itself after just 1-2 refreshes/loads which isn't too bad in general considering its free service anyway. So far so good :) It has been very helpful being able to share website addresses easier when working online from home without having to type them out over & again!