Michael2 makes an excellent point. It is not anything like using a GMRS radio, or otherwise non licensed radio. Essentially that would go for 2 meter or HF (shortwave) frequencies as well. For all practical purposes, you can't just try a random frequency and broadcast hoping to be heard. Unless you know what the calling frequency is for the band, and what mode AM, USB, LSB or FM, and best time to transmit, you would be lost.

And I agree that the cost of the radio, may not be in line with most survival equipment, but, If there is a helo in the area looking and missing you, an aircraft radio would fix that quickly.

Personal thoughts for emergent communications:

PLB (registered of course)
Satellite phone
Cell phone
Aircraft radio
SW radio.

In any case, knowing how to use the radio, and what frequencies to use is of great import. Which raises a question, how many people were rescued with radios which they knew nothing about?