I cannot add much to what has been said. I will point out I think some of the silliness (like the toy balloon) is as much about marketing as anything else.

I wrote an essay for my blog (such as it is) not long ago regarding personal survival kits. I am not a huge fan of such things simply because of the extreme limitations they have. But, if it comes down to something versus nothing, something is usually better.

This particular personal kit is more gimmicky than most, making it even more suspect in my mind.