Revolver Taurus Judge (2-4410039T) Customized by Aim Pro Tactical® 1
Knife Columbia River Knife & Tool Sting® Survival Knife 1
Flashlight Brite Strike EPLI Flashlight (220 Lumens) 1
Emergency Signal Brite Strike APALS (White, Green and Red) 3
Fire Starter Kit Zippo Outdoors Emergency Fire Starter Kit (Orange) 1
Battery Caddy Power Pax Slim Line Caddie (fits 6 AA Batteries ) 1
Batteries Energizer E92 AA Batteries 6
Compass 20 mm Spherical Survival Compass 1
Paracord 550 Survival Paracord Bundle 1
Case SKB Waterproof/Drop-Proof Survival Case (1209-4 Tan) 1
I don't think you could say that "most people" have this stuff on hand. I would guess that a pretty small percentage of the general population has this stuff on hand OR knows how to use stuff like a firestarter or compass. Given the number of people that think carrying a knife is "weird" I doubt it would be accurate to say that most carry one with them.
People that are in to prepping or readiness or camping or firearms probably have this stuff (or better stuff) on hand and know how to pick quality gear and use it. I don't think this kit is for them. It's more likely for people that don't know any better, have some disposable income and just want to get something. I would personally build a different kit.
And duffel bags might be cheaper but they aren't water/rip/impact proof/resistant. For instance, ammo and batteries don't do you any good if they're wet and none of it does any good if something rips open your bag and everything dumps out all over the place. SKB makes OK cases. I have some of their gear but I like Pelican better.