I think this is taking ASIC and embededded electronics but in this casem the ASIC is a monstrous processor. That customization must be a trade secret for Intel which has no serious competitor in this trade.
I think one interesting point here is that we don't know whether the custom chips for eBay and Facebook were designed from scratch. Because if so, that's a lot of work. I am sure Intel was comensated handsomely for it. But I note that Waxman made it clear that buiilding off-the-shelf chips remains Intel's primary focus, obviously. But I would worry that these custom projects could make Intel take it's eye off the ball.
Some details about Avoton can be found on page two of this story:
Intel revealed that Avoton, a.k.a. the C2000, will include eight Silvermont-class 64-bit Atom cores. It also integrates four Gbit Ethernet controllers, four serial ATA 2.0 controllers, two SATA 1.0 controllers, four controllers supporting 16-lanes of PCI Express Gen 2, and support for DDR3 memory. A related SoC for storage systems called Rangely will include a crypto accelerator using Intel's Quick Assist technology.