This kit does contain reasonably decent products, much better than the usual sort you typically see, but I don't think the vendors are losing any money on it. I could probably save a little by buying piecemeal carefully. The thing I don't like about pre-assembled kits like this is the lack of thought and contemplation, the development and review of scenarios of use, and the making of comfortable choices that attend the development of your own kit. I am sure most of us will modify this kit to suit our circumstances, but too many folks just buy one and throw it in the closet and consider themselves "prepared." In my neck of the woods, a one liter bottle isn't enough water, the contents of the FAK are suspect for anything remotely serious, and I would definitely prefer a better compass. The most useful item in any survival kit is an appropriate map which naturally must be self-supplied.

It goes without saying that I must enjoy the process of developing and modifying my gear. Just another gadget nerd....