I think this is exactly the reason why we are hearing about this first out of Microsoft and nothing from Sony on die shrinking the PS4 right now.
Sony, as the sales and market leader, can afford to stick at the 28nm node where they are ahead and are breaking even or even slightly profiting with each PS4 sold.
Microsoft, however, has to play catch up being in second place and cutting production cost quickly is something they can pass on to the consumer right away.
Sony can afford to wait until the 20nm process is very mature (and cost effective) before they shift any production over to it.
Microsoft's XBOX One Slim is also rumored to have a 1TB hard drive in it just like the new Call of Duty Advanced Warfare bundle does.
http://www.dailytech.com/Xbox+One+S...er+Cooler+20+nm+APU+From+AMD/article36813.htm
This is something Sony can easily match however without a manufacturing die shrink.