I can reconfirm the 28mm (exactly 28.9mm) on H3D39/22 is indeed a 28mm lens, no crop factor. So even though H3D can accept film back, the 28mm cannot be use for such combination, it is only for digital use. No crop factor.
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It's the sensor that has the crop factor not the lenses. Crop factor means that a 35mm lens on a 1.1x sensor is
equivalent of 38.5mm lens with 645 film.
Since the H1 was intended as 645 film camera and the sensor size is not quite film size this is why we have the crop factor. If the camera was designed for digital back only then the crop factor is mundane - there's nothing to compare. But since most DSLRs are based on film cameras we like to compare how it performs to the film. A Nikon user regrets that his used to be wideangle 20mm lens is now only
equivalent of a 30mm or so but on the other hand is greatful that his 200 f2.8 is now
equivalent of a powerfull 300 f2.8.
Also a 35mm lens in 645 format is
equivalent of a 20mm lens in the familiar 35mm (135) format. The lens focal length will remain the same no matter how big or small the sensor. If you put a Hasselblad wideangle (40mm for example) lens to a Canon 5D thru a converter that lens will be exactly 40mm on that 5D and not become by some magical transformation a wide angle lens. 210mm lens is cosidered a wide angle lens when shooting 8x10"
Even though the H28mm lens is made for the H3D39 it still is equivalent of 31mm lens even on H3D39. You just can't have one lens with a crop factor and another without it on a same system. Hasselblad is calling their H3D39 full frame because they think it's a great idea. This means that according to Hasselblads statement the H3D39 does not have crop factors, but H2 with P45 will have even though they use the same Kodak sensor... But crop factor depends on what you compare to.
This ofcourse is Hasselbald's marketing. If a bigger (physical size) sensor becomes available
maybe Hasselblad wont use them since they have already reached their full frame. This probably is what Hasselbald is telling us by calling their H3D39 a full frame camera. They are probably designing new lenses for this sensor size only and putting their efforts to this sensor size system. They just decided that this is their full frame. This would be fine but locking others like me (avid PhaseOne fan) out by making them H3D only is stupid.
My H35mm is very sharp with my P45+ and gives good enough wide angles even with the crop factor .
Patrik