In my bug out bag, I plan to have a few means of starting a fire. Matches are just one. A lighter is another. Firesteel with various tender is yet another. I'll check out the Exotac box and the Cricket lighter.

For me, Firesteel with magnesium tender is the most reliable and rugged (but not the easiest to learn). I can toss it into a pool, leave it there for ten minutes, go get it, wipe it off and then start a fire with it. I won't claim I can do that with any other method. Firesteel does require more practice than the other methods though.

Regarding lighters, I like the Peanut Lighter.
http://countycomm.com/sslight.htm