Whatever. URL shortening in and off itself is easy. TinyURL had nothing stolen from them. The only thing that mattered about bit.lky was those extra features.

bit.lky I hope that spelling was intentional. :)

Have you ever heard how bitly works? It is really "over engineered" on purpose to be in a completely different category from other shorteners.

where can I read about this architecture / overengineering?

I've only heard it from the horse's mouth. Their FAQ has a bit http://bit.ly/pages/faq/

Such is disruption. TinyURL hasn't changed in years unfortunately. Total lack of innovation after they lucked into that first swipe of goodness.