Pure CSS new 3D effect
romancortes.com
romancortes.com
I think a bit of JS is being used to create the DIV structure, but that's not important.
It could also be improved a bit: you could remove the shading gradient from the Coke can mask PNG, and render the shading using an CSS gradient with RGBA values. That would mimic the specular highlighting, and you could also animate the shading.
I still haven't quite grok'd the displacement method though... it must be carefully calculated background x pos offsets? (I don't have firebug on this machine)
http://www.romancortes.com/ficheros/css-coke.html
Looks like it's just slicing up a wraparound texture vertically -- no scaling, just subsampling. The can and highlight are just composited on top. Slick and clever.
Note that it's really not "3D" in a meaningful sense. It's doing pixel-aligned warping only, and is hard-coded to a cylinder (any "lathe" shape would also work). This is the same trick that the Amiga used for the bouncing ball in 1985.
Did you notice the name of this site? (And yes, for practical purposes OpenGL can be better.)
Taking a set of pictures and then using stitching software, followed by some Photoshop touch-ups would probably give you a pretty good start.
It's more likely that the site has been taken down by being posted on sites like HN/reddit/digg/etc (it was easier when we could just say it was "the /. effect").