One of the problems is buying a complete bike. You are stuck with whatever they put on there. 28.4lbs for an XC bike with around 100mm of travel is pretty heavy, as mine is 22.something with a carbon frame that is at least as heavy as yours, but that's because I built mine. I only buy frames and then I build them up how I want them. I don't necessarily benefit quite as much as far as parts-packages as far as cost, but it's worth it for me to get the stuff on there that I want and I tend to still not spend anywhere near the 8-10K that some bikes currently cost and I don't end up switching a bunch of stuff out either.
Carbon rims, DT swiss 250 hubs, NEXT cranks, 100mm stepcast fork, X01 cassette and derailleur, xpedo pedals, 2.2ish XC tires, etc. Of course, it's a give and take, if I want to meet a weight target, I simply have to pony up and put some $ down on the parts that make it light. A low-end SC build is not going to be like this.