Standard-cell ASICs and synthesis-flow ASICs are not considered
full-custom chips.
The phrase "full
y custom" is a BFL-ism that sounds a lot like "truthiness"

In fact the third google hit for "fully custom asic" on the entire interweb is BFL which ought to be a hint that it is a contortion of the usual industry terminology...
I've pointed this out to Inaba too. He also claimed that the fact bASIC had said they were using cell-based ASICs meant that they were using structured ASICs and wouldn't be able to compete with BFL's chips on power efficiency. I'm fairly sure that's wrong?