I agree that the price is high. I also agree that the Winchester Multitool is a peice of crap. (However the Winchester is probably about as good as any other $10 multitool, which is what you see in other kits.)

There are some very good items in this kit:
Storm Whistle
Star Flash Signal Mirror
BCB Survival Matches Mk3
Tinder-Quik
Smith's Diamond Pocket Stone
Portable Aqua
The LED light looks like a Garrity ?

I think any of the above would be reasonable choices for the best of kits.

Anyway, while I too think it is overpriced, you could do worse.