Eclipse - you following with us now that a browser zoom has nothing to do with web development, it's a client side action controlled 100% by the browser. So when you said, "How do they do that with images scaling?" there is no "they", it's the browser in the example page you posted here.
However, as I noted earlier, developers CAN scale content on pages, including fonts, layout and even images. That is worth explaining in depth, now.
On such sites you might see the familiar:
A A A
And the user clicks one of them to resize the page. Or maybe it's a magnifying glass icon, text link, whatever. But clearly an element of the web page created by the developer. This is not a browser zoom, the developer is doing one or both of the following actions once the user selects that icon/link/whatever:
1) Dynamically switching style sheets or just the base font size using Javascript to affect the CSS (or in rare cases, server side font tag changes, i.e. font-size attribute - old school method)
2) Image scaling using the fomula as I explained earlier (common on galleries, E-Commerce sites selling items where consumers can zoom in on inventory items, etc.)
And that's the major difference between a browser zoom and a developer adding in zoom or resize features to their page. Hope you found this interesting and helpful.
-jim