This has been possible because CSS 3 has new features which can transform text. You can now rotate text, skew it, add matrix and transform. So now you can change a particular word or text to make it different, .
But when you use different style sheets to change the properties of individual letters, you can get the effect of the text that is following a path.
To try this effect, go to eleqtriq.com. You can copy the code and paste it on your webpage also.