I also use a "murse" but only when in NYC where most everybody has an extra bag of some sort. Out in the 'Burbs, it's more likely to garner attention.

Mineis mroe geared toward urban needs rather than survival so I think I'll need to at least toss in a PSK. Most commonly, I'll have:

glasses
contact solution and case
Purell
small umbrella
laminated map
moleskine
sharpie and pen
headphones
bottle of water
flashlight