The thing I liked about what they did, is they used decent quality items, rather than the junk that is in some of the water bottle kits I have seen at the local sporting goods places. I tallied up the prices that TAD Gear charges individually, and you seem to save $5-10 when you buy the combo. (It's not exact, because of things like the cord, water tabs, and tinder, where you have to pro-rate the smaller portion in the kit to the bulk prices.)

If you really shop the prices, and substitute items, you can build it for less, but, many people wouldn't do that, so it's a decent place to start for that style of kit, with products in there that you wouldn't be afraid of using. (Except maybe those energy beans? Anyone ever eat those?)