Maybe because the RX1 and X100/100s would be such heavy competition at 35, they thought it would be easier to go after the possibly smaller market at 28, where nobody but Ricoh has been playing and they've been very low profile about it. I have no idea how those people think, but that's what occurs to me. I was seriously considering either an X100s or RX1 even though 35 is just an "OK" focal length for me, just to have a really high quality small prime/fixed camera to carry at times. Either would have been a compromise, regardless of their great features IQ. This is a better fit for me, even with a slower lens and no viewfinder options other than a dumb, shoe-mounted OVF. I was a sitting duck for this camera and there's a very good chance I'll buy it if the reality comes off close to as promised. I was a possible buyer for one of the 35mm models, but if this Nikon had entered THAT fray, I might not have seriously considered it...
-Ray