I've heard of chip works before... Reverse engineering is what they do. If you read the press realease, you will see the pictures of the die (dice) show MS logos ets, that is on the actual silicon chip itself, not anything externaly visable. They probably did something along the lines of what bunnie did - milling down the top of the package until the silicon is exposed and taking a peek under the microscope..
Here's their "About Us" which gives some insight into why they do it.
QUOTE
ABOUT US
At Chipworks, we find out whats inside technology specifically, whats inside chips, devices, software, almost anything electronic you can think of. Whether youre involved in patent protection or litigation, researching your latest product design, or just trying to find out what the competitions up to, let Chipworks do the analysis for you. We have the expertise to take apart the product or the patent to discover its secrets. An internationally-recognized leader in patent portfolio management and technical competitive analysis, Chipworks is headquartered in Ottawa, Canada, with offices and representation worldwide. .