Matt, with all due respect, this plugin is definitely not a rip off ... The free version provides at least as much functionality as most major URL shorteners (many more features than most of them) and uses one's own domain name and brand. I can tell you that my intent is to truly provide value to the community.

If a user decides that they want some of the more advanced features that are available in Pretty Link Pro then they can purchase it for a one time fee (Pretty Link Pro is also released under the GPL). Pretty Link Pro adds many additional features that I've never seen offered by even the best URL shortening services (split testing, conversion reporting, URL rotating, keyword replacements, twitter auto-posting, etc.).

I've personally put a lot of hard work into this plugin to provide value to the community and my users. I'd encourage you to install Pretty Link and have a look for yourself.

Thanks!