Not sure what's so special about it. My old office PC boots in about 12 seconds to Windows 7 64. It is based on Intel's G41 chipset, has 4GB SD-DDR-2 667, an Intel Penium D 820 and a 61MB/s Samsung HD501LJ 500GB HDD. The trick is to have as few hardware components as possible connected to your system, this reduces boot time dramatically. In comparison my normal PC (Xeon X3360) with 6 HDDs etc. takes about 28 seconds after a cold start and 21 when rebooting.
On a laptop that almost has no internal devices other than the core components it is quite easy to achieve 10 seconds or less especially with the help of SSDs and fast chipsets. I assume they removed lot's of stuff from the motherboard that could not have been used anyway because of missing connectors in the first place.
Btw. if you compile your own Linux kernel and have a fast system already you can speed up boot time even more but it takes some getting used to.