Looks interesting. shelterboxusa.org has a better break down of what is in there.

My first grumble, and I quote:
"• One pack of 180 water purification tablets and one 5 gallon flat-pack water container (Each tablet will purify a full container of water providing 1,800 gallons of clean drinking water which should be sufficient for a family of ten for up to three months)."

I'm not worried about the 5 gallon container. It is the 1800 gallons of water for a 3 months for ten people. That is a gallon per day. Yes, it is in keeping with the drinking water requirement, but how many of us don't think it needs to be ramped up?

But I do like that they have a pocket knife. Someone who's been there and survived that must have been consulted, rather than some PR flak with Google.