Picture-in-picture-in-picture- ... -effect

I’ve seen examples of this elsewhere but just bumped into this one in the kirupa forum in the “cool sites” section:
http://www.sofake.com/

How on earth is this programmed in flash? :look:
I had an idea for our new bendsite and this could be perfect (although our site would have less text and a would be little more image-heavy)
And would it be possible to include multiple links per “zooming-level”?

Thanks in advance!
Sieg

(i’d love to say I’m working on it but I’m 100% stuck because I really don’t have a clue on how to begin…)