Atmega328 v usb?

Hi,
Can the atmega328 be programmed without an FTDI chip with V-usb? Like, no serial cable/dongles, and no avr programmer.

If so, how?

If Atmega8A can be programmed to interface with USB to act as a Programmer, I don't see why Atmega328P can't interface with USB also.
http://www.fischl.de/usbasp/