It looks like Walmart is carrying a smaller version of the kit for $24 now:
http://www.walmart.com/catalog/product.g...%3A4128%3A92574

It's in a smaller backpack, and they have eliminated the following items:
Leather gloves, glow stick, emergency blanket, 50ml bleach bottle, rain poncho, 2 gallon water bag and safety cutter.

I still saw the "plus" version being sold at BJ's Wholesale Club for about $25 as recently as one week ago. As lame as they are, they are "better than nothing" for someone who won't spend the time to put their own together with better components. (For example, I happen to know my mother-in-law has one in her car, my offers to "upgrade" components for her have fallen on deaf ears.)