Looking at the two products from the viewpoint of a newbie to the world of PSKs, that full sized compass in the Lifeline Ultralight Survival Kit looks like it could generate more perceived value than the AMK PSP to the customer at a first initial glance. One could initially be convinced that it might be a Silva Field 7 rather than the obvious cheap Chinese knock off under closer inspection. The fact that this USK is missing a mil spec fire starter and a quality signal mirror (which are major cost items in respect to the overall purchase price) and has instead specified the ubiquitous survival blanket could also be a marketing advantage (those media images of the unfortunate newly rescued always seem to show them sitting down with the silvery mylar blankets flapping around in the wind).

Lets hope that not too many people are taken by the USK especially if they had to rely on this survival kit to save their own lives. I wouldn't underestimate this PSP knockoff though, especially at the 30% cheaper price point.