Never mind the crowded field of URL shorteners, Google has just launched its own version, Goo.gl, to give all you Twitter fiends some extra help.

Previously, Goo.gl was used to abbreviate URLs within the online company’s own properties. The new public one will allow users to shorten and save links to view or share later.

But with all the other, identical services like Bit.ly, Su.pr and TinyURL, Goo.gl might have come by a little too late. Even Twitter and The New York Times has their own URL shorteners—t.co and nyti.ms respectively.

One thing’s for sure, Bit.ly isn’t impressed. “I guess Oscar Wilde was right, imitation is the most sincere form of flattery,” Bit.ly’s John Borthwick told ReadWriteWeb. “They [Google] took all the basic features and copied from Bit.ly.”

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