Were we really short of URL shortening services? Not as far as we know, however, not everyone including Google and Facebook would be pleased with having some interesting data being in the hands of services like Bit.ly.
As TechCrunch says, Bit.ly is going to be Fu.kd by both Goo.gl and Fb.me, however, the saving grace for Bit.ly is that they are the default URL shortening service for Twitter, so they might have lesser competition in that area.
Using Goo.gl or Fb.me will definitely give both Google and Facebook a nice amount of data on who is sharing what, and who is clicking on what, to shove more personalized ads on your face.
By the way, Google Apps already had a URL shortening service for websites called Google Short Links.