Ah... but were they able to do it with a chip that was available in DIP form, with useful amounts of flash & ram, and relatively relaxed power & I/O design on a breadboard?
We've gotten spoiled by $7 Arduino knock-off boards from China, and a lot of us have forgotten that just 5 years ago, Atmel literally couldn't make the ATmega644p fast enough for stores like DigiKey and Mouser to reliably keep it in stock. For those who weren't into AVR microcontrollers a few years ago, the 644p was Atmel's beefiest AVR that you could buy in DIP form. The next step up from a 644p was a 1280 or 2560 (the 2560 is used in the reference design for Android ADK), and they easily cost $30-50 (~$30 for a board that was literally just a bare chip soldered to a breakout board, $50 for one that had most of the same hardware that's the norm for an Arduino board). The 1280 and 2560 themselves were fairly cheap... I think the 1280 was around $10-12, and the 2560 was around $15. But the act of having someone solder it to a board to make it something YOU could deal with (unless you had a hot air rework station & didn't object to buying solder paste that had to be kept refrigerated, warmed to room temperature over the span of a day, and went bad a few days later when the flux separated out) basically doubled or trebled the purchase price.
Back in the same era, it was almost UNHEARD of for people to buy breakout boards for Atmel's smaller chips, like the Mega168 (unless they were rank n00bs buying their first one), because a DIP Mega168 cost around $4, but a Mega168 soldered to a dev board with Arduino-like hardware ran about $25.Back then, the hardest problem every N00b had to solve was "how the fuck do I connect the 3x2 or 5x2 header from the AVRISP to MISO/MOSI/SCK/~RST/Vcc/Gnd on the breadboard (I used to endlessly wish somebody would make a breadboard whose pins from one side were extended by one into the middle , so you could stick a 2xN header straight into the breadboard and wire away (for some inane reason, breakout boards to convert 3x2 and 5x2 headers to breadboard-spacing were always outrageously expensive, and stayed that way until about the eBay floodgates from China opened about 2 years ago).