It's a great idea, and today in 2025, papers are pretty much the only place where using these shortened URLs makes a lot of sense. In almost any other context you could just use a QR code or something, but that wouldn't fit an academic paper.
Their specific choice of shortened URL provider was obviously unfortunate. The real failure is that of DOI to provide an alternative to goo.gl or tinyurl or whatever that is easy to reach for. It's a big failure, since preserving references to things like academic papers is part of their stated purpose.