Bit.ly thinks being able to offer people the service to make dodgy URLs look more business-like is their selling point.
It's not, it just means scammers can fake their messages better and get you to click the link, and even if it's not a scam, trackers etc can be hidden in the links
Ranting because I received a message today that could have been from the post office and it wanted me to click on what looked like a legitimate link.
