What happened to tcrn.ch? Techcrunch's own URL shortener

Couple of months ago, Techcrunch announced that it was going to use tcrn.ch as the domain name for it's shortened link. Their reasoning being that tcrn.ch will carry it's brand name in the shortened link as opposed to getting hidden in a bit.ly link. But lately I've observed that they seem to have gone back to bit.ly? Anyone has an idea why?