I bought this lens because my 50mm f1.8g was almost always too narrow indoors for photographing family, children, events etc. I had to go too far and sometimes impossible to back up within the confines of indoor photography. I chose the 28mm f1.8g over the 35mm f1.8g because the 28mm has a nano coating which I think is a big plus, especially if you're using it outdoors. It's a bit bigger than I'd like, but still tiny compared to the 24-70f2.8 that I've been considering buying for a long time. I can use this 28mm and my 50mm lens for almost anything and the cost of two lenses is much less. The zoom lens gives you some flexibility, of course, but the 24-70's size and weight, as well as its antiquated age, prevent me from carrying it in my bag. Undoubtedly the 24-70 is best in class but I just get tired of carrying a tank like this for everyday shooting. Also, my wife is no longer afraid to take out the camera and snap a few shots with a small prime lens. I use it on my Nikon D600. My collection now includes 28mm f1.8g, 50mm f1.8g and 70-200mm f2.8. I really want an 85mm f1.8g but it's hard to justify as I already have a 70-200 which is my favorite lens of all time. Portraits with it are obtained no worse than 85mm.
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