A standard USB connection has two power pins (+5V and the Ground) and then two data pins (Data+ & Data-). So four lines total.
In previous versions of the iPod, all you needed was power and it would charge so many older and generic USB chargers only hook up the power pins and leave the data pins unconnected. For devices that only need power, these work fine.
With newer USB devices, many manufacturers are designing their products to not only require the power pins, but also to have the two data pins configured in a certain way to identify the charger to the device. Newer iPods seem to be this way and so older chargers without the data pins hooked up no longer work.
So you can either buy updated chargers that state they will work with the 3rd generation iPod specifically or if you know what the data lines need to be set up like, if one knew enough about electronics, you could hack up a cable to configure the data lines and make older and generic chargers work with the newer iPod.
You will find that this use of the data lines is now pretty common on other USB connective and charging devices like mobile phones, blackberry devices, GPS units, etc. If you already have a newer USB charging cell phone, GPS, blackberry, etc. I bet that charger will work fine on your iPod.
Regards,
Patrick