sometimes i see an image not being served when the browser look at www.somesite.com/some_image.jpg -- it will say you need to look at the image from within a page.
(such as when using google's image search and looking at some results)
so i think their server is using something like
# pseudo code
if ($referer not contain "mywebsite.com") then not serve the image / swf
but this probably is not a good way since HTTP_REFERER is not reliable? so some users will end up not seeing the image or swf when referer info is missing?