Okay, let's look this over....

I see a product that looks as though it could be quite useful in the event one is looking for a multi-use heat/light type situation. Having been a small business owner, I understand the difficulties of trying to create viable and professional looking advertising and web presence.

This appears to me as an item that will fit a niche market, and that can be a good thing. Find you niche, and then find a need within said niche that you can satisfy.

Granting that there are a substantial number of parts involved, I see that this gentleman has tried to address issues for those who are and AREN'T prepared. His ideas of including cooking cups might seem overkill to some, but I challenge you to find 10 car trunks that have a dedicated cooking cup included in them. When you find those 10 cars, I bet 8 of them have owners with an account here at ETS.

I am possibly headed into the "Great White North" this winter for work, and this might or might not be a bad idea for my vehicle kit. (Being from Texas, the "GWN" starts around the northern Oklahoma border. However, I am going to Canada.)
Bees Wax looks a lot safer to store in the truck than white gas, and more temperature stable than LP canisters for my Jet-Boil.

Let us all give this fellow a break. I bet given a little "hands-on" time, it's merits would become evident and change a few opinions.

Disclaimer: I have zero connection with this fellow, the company, etc. Now add the standard disclaimer here.....