While the idea that you can live on just what's in those buckets for 9-months is gimmicky, I wouldn't write the entire thing off.

The stuff has a shelf life of 20+ years if stored properly. One could essentially buy it, store it, forget about it, and yet always have some food on hand. If you live in an area that is prone to disasters/emergencies (or simply very remote), it might not be such a bad idea.

Even if you end up tossing most of it out after 20 years, you've only spent ~$160 a year....which I don't really consider a huge loss.