How would that work though? Maybe I just don't know enough, but I can't think of a way to generate a public key from some known source, and then somehow derive a private key from that source such that no one else can derive that same private key.
I guess you could generate an RSA key pair using the domain name as a seed for your random number generator, but that seems like a terrible idea. As soon as they introduce some real randomness in to it, then you're no longer deriving the key from the domain name.
I also suspect (2), but I wouldn't be surprised if they added some extra distortion to make the article read more like "Look how impressive these guys are! They made their own encryption algorithm!".