"Oh By"[1] It's a "universal shortener" which means it doesn't just shorten URLs - it shortens anything and turns it into a short, recognizable code. Or, what would be a recognizable code if anyone used it :) Here's an example: https://0x.co/examples.html ... and for some reason I am still enamored with the " send a text to someone in the future " use-case. [1] https://0x.co
Every other url shortener has the massive advantage over yours of providing urls that can actually be used to retrieve the information, whereas your codes are meaningless unless someone is already aware of the service. Furthermore, I would argue they are not "recognizable" because the format you've chosen already has a well-known unrelated meaning for hex notation.
The odd use-case - codes out in the real world - is a chicken-and-egg problem that will probably never resolve itself.