Why did Google discontinue URL shortener?

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Tags

1. #anonymous
2. #through
3. #shortening
4. #google
5. #company
6. #links
7. #console
8. #another
9. #users
10. #discontinued
11. #after
12. #april
13. #service
14. #announced
15. #completely
16. #shutting
17. #which
18. #create
19. #existing