Luxeon I, III, die size ~ 1 mm x 1 mm
Luxeon Rebel, 1 mm x 1 mm
Luzeon Z, ~1 mm x 1 mm (estimate from spec sheet)
Cree XR-E, 1 mm x 1 mm (EZ1000 die)
Cree XP-E, 1 mm x 1 mm (EZ1000 die)
Cree XR-C, 0.7 mm x 0.7 mm (EZ700 die)
Cree XP-C, 0.7 mm x 0.7 mm (EZ700 die)
XB-D, 1 mm x 1 mm, or 0.7 mm 0.7 mm, or 0.35 mm x 0.47 mm (DA1000, DA700, DA3547 dies depending on output and specific models)
Numbers gathered from this forum, datasheets from Cree and Philips Lumileds, and google search.
I think people are mistaking the package size for the actual die size. The thing you see in the light is the whole package, the actual LED, thermal substrates, bond wires, etc. Unless I'm completely misunderstanding the method of making LEDs, the only thing that shrunk is the package size. In some cases, the die could be smaller, like the XR-C/XP-C or some XB-D models, but those are usually rated to a lower current and generally have slightly less efficiency (higher current density, more heat per area of die).
The companies are still saving money by having smaller packages, but unless they seem to be still limited by the die's size (though 2mm x 2mm is pretty small).