Apologies. I didn't even notice the website name. (It was a giant LED flashlight that looks like you'd need a trailer to carry it.)

Let's try this:
http://www.xerxy.com/2010/09/27/giant-led-flashlight-you-can-build-at-home/

I disagree; the guy must have put a lot of thought into this. He knows that people will buy this firesteel even if it doesn’t make sense to everyone. It doesn’t need to make sense as long as people are willing to buy it. At 150 bucks a pop just think of the money he could make even from selling a couple of thousand of these things.

Getting rich aside, I see it as being a little overboard myself but I don't see it being anymore silly that what the next guy may have in his pocket. What I find useful and what you find useful relies on a lot of underlying factors.
From what I read, a lot of guys/gals love to EDC little PSK's full of what some would consider very impractical gear. I have never needed small fish hooks and razor blades or Fresnel lenses or needles wrapped in dental floss and I would be willing to bet many people carry that stuff religiously even though I bet very few people on the forum ever really needed any of it.

The bottom line is, if I had the choice I would rather be lost in the woods with a jumbo firesteel and a decent striker than an altoids can full of semi useless junk any day of the week, but that's just me.

That cuts both ways. I've spent about $100 at Firesteel.com. So, I'm part of their customer base. Now, when I look at any item on their site, I wonder if it's a gimmick. Perhaps I wouldn't have this mindset if their website explained how this size is more useful than other sizes, such as the Bunker, which is already too big.

We're talking about it, so as gimmicks go the gigantic firesteel seems effective for word-of-mouth advertising.

Yeah, the $150 firesteel seems silly to me, unless perhaps one is starting a fire with it every day of the week. I keep a couple of the larger firesteels in my SUV but that one's too beefy even for my vehicle.

Glad I went on my firesteel.com shopping binge in 2009 because shortly thereafter their prices shot up.

I have two Bunkers, and I don't think they're too big!