With some key that gives them access to all software or something, and it's not something Sony can patch.
Something similar happened a while ago again with some keys, but this time it seems that it's almost impossible for Sony to prevent the pirates from doing their things.
Can't post sources though, since the websites they're one are pretty illegal.
Can post this though :
Just good news after good news for the PS3 scene recently, as the folks over at PS3DevWiki have documented and released on how to dump the PS3 per console keys! For the newb what this does is basically replace the current function JB2 aka TrueBlue! In short once the keys for per_console_key_0 are found, it will basically fully unlocks the PS3 and grant as CFW access on basically ALL firmwares! This is great news for everyone in the PS3 scene and is only a matter of time before we have the keys!
Update: Please understand that this method is for dumping per_console_key_1, and per_console_key_n. In order to get CFW we need to dump per_console_key_0.
I barely understand it since I have almost no knowledge in that stuff, but whatever.
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http://www.youtube.com/watch?v=6Lo0qD6rOz8