What do you think? Seems to pack a lot of stuff in there.
But for $98.50 I think we could stuff some goods in an LED maglite.
Here is more on it. VSSL Survival Kit + Flashlight: Utility Flashlight and Survival Kit
If money is no object then it makes a pretty cool gift that will never be used or fully understood, but for people really interested in such gear, they need to make their own little kit, and put it into a pouch small enough that when they go to the outdoors, they never take it off of their belt.
People need to fill their pouch with the gear that best suits where they will be going, desert, forests, boating where they may end up on an island or sand bar, what season it is currently, etc.
My favorite scenario is when people go camping and find the perfect spot, and then drop all of their gear and rush off for a quick look at the sights, or to get firewood, or to follow an animal they saw, all for just “a few minutes”, and then end up having to spend the night lost.
Chances are that people would not take a large flashlight with them for most situations where they suddenly find themselves unable to find the way back to camp, and realizing that they need to settle in for a miserable night.
I think it does make a pretty cool gift for a lot of people, perhaps most people, even preppers and hunters who haven’t been at it for years. Most people don’t even carry a flashlight in the car, much less this cool of one.
I wish they also have orange color for this survival kit.
I couldn’t agree more with Brad. 
Other than a cool gift (or gizmo), to a friend I would rather drip 98$ worth of quality gear for him/her to gain some free wisdom knowing, organising and managing it all.