They pre-process the source. You can embed `text/jsx` scripts in your code.
edit: The fact that the pre-processing library is 300kb uncompressed is a pretty huge deterrent.
npm install -g react-tools
and you'll have a jsx command available. We cover this towards the bottom of this page: http://facebook.github.io/react/docs/getting-started.html
The next step is to create a compiler for your `anything-you-want` language. That means it transforms the textual contents of the script tag into a string of javascript, and then calls `eval` on the string.
That's a pretty cool technique.