At $20 the Zippo Emergency Fire Starter Kit is no bargain. Just get a old cleaned out boot polish tin and fill with cotton balls and drizzle with white gas and then close up. You get wrap some old butyl inner tube around the lid to double seal the tin. It also provides additional tinder. The cost is virtually nothing and will easily out perform this product.

A single cotton ball removed from the tin will take a single spark even from an old fashioned traditional flint and steel and you will get a 2 foot high flame for about 1 minute.

BTW the Zippo Blu mentioned in this video is probably the most ineffectual piece of supposed survival gear out there. It's a terrible lighter.