I have seen one like it before. I would agree that you could make your own for less money probably and with better kit. But let's critique it anyway, shall we?
* 2oz Tobacco Tin - Okay, got plenty of those lying around. But I can think of better containers than that. Such as
THESE which are brilliant by the way
* Button Compass - alright
* Night Light - LED?
* Flint/Striker - alright, but would a sparker and some tinder be better?
* Folding Knife - why? If you are the type to carry this kit, would you not have
at least one blade on you at all times anyway?
* Book of Matches - Silly. Give me a small Bic lighter
* Wire Saw - Useless. And along with that blade you carry, perhaps a saw blade as well? Or at least a SERE saw?
* Whistle- alright
* Snare Wire - alright
* Fishing Kit - alright
* Sewing Kit - Buttons? For survival? Uhm.. I think the sewing kit and fishing kit can be combined and consolidated.
* Safety Pins - Eliminates the need for buttons. See above.
* Pencil - alright
* Candle - Sure, why not.
* Water Purification Tablets (Pruritabs) - alright
* Survival Instructions - Of course
* Accident Evaluation Form - What? This is a survival kit, no? My insurance company needs to be involved?
* Vinyl Tape - Is that duct tape?
Where is the signal mirror? Razor blade? Some foil or a bit of plastic sheet? Perhaps a baggie for water? It has a pencil, but no paper? So the pencil must be for filling out the accident evaluation form? No cordage? Snare wire is nice, but so is a nail or a screw eye or two to go with it.
I dunno. At least it doesn't have tea and Tootsie Rolls like many of the "survival kits" out there.
Doug Ritter's kit is the best I have seen. Add a few small items to that, or build your own. Skip this one.