Update:

Just after posting this, my meeting was canceled so I ran outside with my collection of fire starting devices and tested the Live Fire Sport.

I began with the smaller and less functional ferrocerium rods and strikers all the way up to a Blast Match. After many tries with all of them, and getting large quantities of sparks directly onto the material of the Live Fire, it would only start with great effort from the Blast Match. However, I can get grass, leaves, and paper to burn with the Blast Match. I put it out and then used a regular cigarette lighter and it took about 4 seconds of flame held on the material for it to light from a direct flame. The Live Fire blew out easily as well, even when fully engulfed in flame.

Needless to say, I will not be including this in any survival kits I build. I will still go with the cotton balls and petroleum jelly, and maybe some grill starters as an enhancer. The grill starters will start directly from a Blast Match (and its little brother the Sparky) without opening the packet.

So the Live Fire is a bust.