Yeah, I've had many Continental and Vittoria tires with 28" listed on the sidewall, even though they were all 23mm, so not really that close to 28"

I think the whole 700c thing was confusing people at Target. You buy bikes by wheel size in inches there, go a size up as your kid grows. 12, 16, 18, 20, 24, 26... 700c? what the hell is that???

I do remember when they had 700c spoke cards in Target bikes' front wheels a couple of years back.