I like the looks of this kit.
It has a lot of useful items; it would be excellent for those who do not have the knowledge to put together their own gear kit.
For the added value of the knife, I may end up getting one myself. I can always use it in my Wife's truck.
I think it's a great starter kit if you want an RC-6 knife. If you look at the survival kits listed in other posts, you'll see most of the elements present in those other kits (the exact item may be different, like different brands of compasses, for instance). And the first aid kit is more comprehensive than most off the shelf kits.
I did a little experiment of checking out how much it would be to put together as close a copy of this kit as I could. I came within $20 of the listed price (mine was $20 over). It's important to note that I had to go to three different places just to assemble all the items (not including the bag), so the shipping would make it even more expensive to build your own.
So again, if you want an RC-6 knife (which is the lion's share of the price) and don't already have a kit, or have a kit with a lot of pieces missing, or just want the knife and to provide a basic kit to someone else (skipping the part about the included knife

) you can't go wrong.
The only thing I wish they added was a simple nylon shoulder strap (didn't see it listed or in the pic, one may be included.
Big kudos ont he MicroPur tablets instead of tastes-like-butt iodine.
Do like they said and add some of whatever rations you like, maybe a Nalgene with nesting cup and Steripen prefilter, and you'll be set up pretty well.
I'm surprised I missed these for so long.