I can't really see the build deck in the pics they have, but with 28 I'm assuming about a 4/5 to 5/6 wrap depending on your drill bit? I suppose it could be the wire is you are sure your coils don't over lap, and that your not touching the center pin in any way. I'll throw a few pics on here of how mine looks right now.... well, after the dry burn.
You can see the center sticking up, this EHPro and most other clones do, the original and hcigar don't. This has been the cause of most problem's I have had, wires need to be close, and sometimes after heating they move just enough to touch. I'm also not shy an dry burning, tend to hit it a few times for 5-10 seconds... never over 15 though, don't want to melt the insulator. If you cant post pictures yet, send me an IM with one, I'll tell you what I see as well as upload it for you to get others opinions 

