Sounds like a novel idea at first but it's not something I'd consider buying personally, let alone rely on in any sort of "situation".

You can buy a decent Mora knife and an excellent ferro rod for less. I'm confident that combo will work far better even under highly adverse conditions, and you'll still have a few $ left to spend on a whistle and button compass to complete your survival kit.

Anyway, what the heck is one really supposed to do with that "bullet puller"? Pounding a cartridge with a rock, why not. I knew a guy who could remove a bullet from its case with his teeth. Rambo does it too when he has to cauterize a flesh wound.

Ok, I'm getting off topic but seriously, I can think of safer ways to start a fire. Maybe the product is well made but it just looks like a gimmick.