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 YOURLS stands for Your Own URL Shortener. It is a small set of PHP scripts that will allow you to run your own URL shortening service (a la TinyURL or bitly).
+Running your own URL shortener is fun, geeky and useful: you own your data and don't depend on third-party services. It's also a great way to add branding to your short URLs, instead of using the same public URL shortener everyone uses.
 
 ### YOURLS Features