Basically they reinvented the 7mm Rem Ultra Mag, but without a belt and it will work in a standard length action.
Of course they're using a special commercial powder. That's the only way to get the job done, these days.Nosler either has a proprietary powder or is in some way making a not equal comparison with the 7 Rum. The 7 Rum has more case capacity than the 28 Nosler. The 28 Nosler has the same case capacity as the 7 STW. There is no way that all things being ideal for each cartridge the 28 Nosler can out perform the 7 RUM. It simply does not have the case capacity to do it.