I must agree with the idea that these kinds of kits are indeed likely more harm than help. I remember when I first got my magnesium/striker bar at Walmart. I was ready to make fire any place, any time, any way. Then, I built my first fire. I realized I wasn't ready to make fire any place, any time, and definitely not that way.
Making a kit on your own allows you to put more learning and understanding behind each item. You are more likely to really know your kit and how to use it. Buying a prefab I honestly believe 1) Gives you a sub-optimal kit. 2) Leaves you in all likelihood with almost no knowledge all the way up to sub-optimal knowledge. 3) Gives you a false sense of security.
It is better than carrying nothing with you. I just hope that no-one carrying it finds themselves in a tough spot only to realize their $50 investment can't help their lost, troubled, and inexperienced self.
God bless,
Adam