Google purchased g.co with the mindset of using it as a short URL for their services. The goog.gl short URL remains with users, but today Google has put their g.co URL to work. In Maps, users can now generate a short link when they go to share a location. The link generated will follow the lines of: g.co/maps/xxxx. Expect this to be rolled out to more Google products. (via RCR Unplugged)