All "official" Xbox 360 USB devices (so far, the controllers, memory cards, and wireless adapter) have a "verification" IC on them that says, in laymans terms "Hey, I'm a 360 product by/licensed by MS, my verification [whatever] is XXXXX, let me work".
Naturally, normal USB products don't have this. When people talk about third party products having to be licensed by MS, the company (Pelican, Mad Catz, etc) are paying not only for the privelege of being a licensed product, but also for the ability to use that IC.
Regular USB devices (MP3 players, etc) are allowed by MS to work unverified, but otherwise, nothing will work for the specified functions.