I like this idea. Federation do that, but leave that to each asset issuer / anchor / etc.
A URL shortener could allow the users themselves to decide how to do that. One can just create a new wallet and get a short URL; no need to link / tie that address with any Federation.
More choices for users, I like that idea.
My concern is that I might be worried when sending any asset to that address that I got from the URL shortener service... is that address really the one from my friend? I do I know for sure? Can that service be trusted (I don't know who runs that), etc.
If those concerns can be resolved somehow, that would be awesome.