A 28nm chip is pure fantasy at this point, the process is too expensive to make it cost effective for bitcoin mining.
Yeah, I'm pretty much with you on that one (the hype and bragging). Though the BFL chips are real enough (whether they ship any to third parties is another matter), as are Bitfury's.
The are plenty of KNCMiner fanboi's over on the Custom Hardware threads. I've made some attempt to counter their raw enthusiasm, though generally been chewed out as a Cassandra or shill for Avalon/BFL. Time will tell whether they can deliver, but they are going to be expensive chips (400GHash/sec Jupiter model for $6995, which is very competitively priced by current ASIC standards, has just four of their 28nm chips).