Using Arduino DFU Serial on your own projects

I apologise if this is covered somewhere else. I produce a small device loosly based on the Uno and also uses Atmega 16U2 for USB Serial. I use Amel AVRISP II to upload UNO DfU firmware to the chip and of course it enumerates just like an UNO and the descriptor is Arduino UNI by Arduino.cc.
How can I change this to install as my own descriptor instead of Arduino? I dont really understand all the jargon in the readme file about PID and VID. Hoping someone can shed some Layman light on this.

Thanks

Does this help...

http://www.ladyada.net/library/arduino/unofaq.html

...search for How does the new '8u2 affect Arduino-derivatives?

Thank you. a$2000 fee? thats not going to happen.
Thanks again