How to hide host whois

How exactly dies some website owners manage to hide their host'ers and servers. i seen some websites in whois that have there servers as a crazy name like fickkle.com, but when u go to the website its totally unrelated to hosting..

When you get hosting you usually get one or two IP addresses to the server. As long as the host has shared nameservers setup as an option you can create nameservers out of any domain that you own that is pointed at the server.