I once ran my own personal URL shortener but eventually killed it because it wasn't that useful, but I kept the links working, and in fact they still work _to this day_ because I converted them from a dynamic PHP web application to a little list of nginx URL redirects. Google have comparatively infinite budget and can't figure out how to be a respectful web citizen. https://social.kernel.org/objects/39125e2b-0997-4c90-86f9-b16229bf4b52