Appsto.re - Because iPhone Apps Apparently Needed A Custom URL Shortener

Not sure which question is more appropriate here: why or why not? We've already witnessed the renewed interest in URL shortening services with the rise of communication platforms where brevity appears to be the norm rather than a side effect (Twitter!). It was little surprising to see a custom one pop up that focuses specifically on iTunes links. iTunes links are inherently long, non-sexy and practically unsharable web addresses that lead people directly to Apple's media management software program where they can download applications for their iPhone or iPod Touch in a section called the App Store, à la http://ax.itunes.apple.com/WebObjects/MZStore.woa/wa/browserRedirect?url=itms%253A%252F%252Fax.itunes.apple.com%252FWebObjects%252FMZStore.woa%252Fwa%252FviewSoftware%253Fid%253D321041850%2526mt%253D8.