If it was 35mm or 50mm equivalent I would have considered it. 28mm is a bit wide for a general purpose lens.
+1 I like shooting wide, but not exclusively.
I guess it makes sense if Nikon is thinking of focal length as a way to stave off smartphone competition, though at this price, they're not gonna make a huge dent. But I think the iPhone is 28mm equivalent, which has a) somewhat conditioned users to working with the field of view, b) somewhat conditioned viewers to some of the less flattering byproducts of shooting with a wide lens. On-the-go photographers often take pictures of objects on tables, food, etc. This focal length is pretty nice for that application.
But even if I can conjure up some reasons for 28mm, I'm still skeptical. I get the "zoom with your feet" argument that says a camera like this forces the user to learn about composition, but that philosophy is a lot easier to apply as you get closer to a "normal" focal length. This Coolpix could provide great IQ, but 35mm or 50mm seems like it would have better catered to general use.