I would generally be hesitant to buy anything from a site named (insert really sexy military/police unit here).(anything), first off. At least they are giving a cut to the Warrior Foundation, good cause.
It doesn't look horrible. The matches are good or the box is a good forgery, the ferro rod is something that you have to work at screw up. The knife looks like a Classic clone, not a high mark. I'd pull the candle out of it, or at least put it in a small ziplock, shame on them. The saw might suck a lot, might suck a little, might actually be ok, which I knew which one it was.
I'm never entirely comfortable seeing water purification tabs in a kit like this. Shelf sensative item, and they don't have the warning for Iowa residents concerning the legal issues that that state has decided to raise on water purification tablets. *scowls* Makes me wonder if they bother to pay the Haz-Mat fees on the matches, and properly mark the package. Last thing I'd want to see if you buy this guy to evaluate it only to get it seized by USPS and a fine, or find out that you need to pay extra shipping before a private shipper will let you get your package. It's rare, but it happens- better to play it by the numbers than fudging it.
All in all, it's not horrible, but for the same money I think you can do better. I'd rather have a Ritter PSP, a Vic Huntsman or a multi with a saw, a mini Bic and a match case, but it's more than what they've got there both for cost and effectiveness.