Ran out to REI this afternoon to pick up a package and took a look at the USP kit - they had two sizes. The 5 oz is
$15 and the bigger one -- the Lifeline Survival Medical Kit -- is $25. The 3rd photo below is Doug's kit.
http://www.rei.com/product/783989http://www.rei.com/product/783990I'd bet Garly is right on the selling factor. The Lifeline packaging is impressive.