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this is interesting. bit.ly's got a new pro service that shortens urls into hacks of the company's name. for instance, the new york times shortens to nyti.ms, using the '.ms' url of montserrat
http://bits.blogs.nytimes.com/2009/12/16/the-times-and-bitly-roll-out-nytims-short-links/?hpw
http://bits.blogs.nytimes.com/2009/12/16/the-times-and-bitly-roll-out-nytims-short-links/?hpw