With the increasing popularity of micro-blogging tools and twitter the use of URL shorting services is also on its increase.  Every one like to share their thoughts and links in less words because of inherent limitations of the twitter. Robin Wauters at techcrunch has blogged about Appsto.re A Custom URL Shortener service exclusively for IPhone applications. As for as IPhone applications are concerned these are served by the iTunes the Appsto.re has launched a service to shorten these Urls e.g http://appsto.re/facebook . TechCrunch has reported via its commenter that

the developers of the service insert an affiliate link when shortening the URL and pick up a piece of the revenue generated from paid apps sales. They don’t mention this anywhere, but you can see it for a split second when you open the short URLs (the team told me the main benefit is for iPhone app developers to better brand links to their apps and in the future track conversion for clicks/sales).