What’s The Best URL Shortener?

Danny Sulli­van weighs in on URL shor­te­ners, blas­ting ow.ly for its fra­med con­tent that depri­ves the orga­ni­za­tion that crea­ted the con­tent from page views and, thus, ad reve­nue. Top two: bit.ly and tr.im (I use both). New to me: cli.gs.