I just read on mashable that Coke is now providing their own URL shortening service so as not to lose the branding opportunity. I am sure that other big names will follow suit, especially ones with massive web-presences that cause extra-long URLS like Microsoft. But is this a fad or the next big marketing opportunity in social media. I am think it is somewhere in between. Smaller companies will not have access to the technology because it may be cost-prohibitive. Mid-size companies might be able to afford it depending on their business model. The larger companies will grab the opportunity to keep control of branding opportunities. Eventually, someone will find a cost-efficient way to make this technology available to everyone (like WordPress does for blogging).