All the UK reviews are very positive but go to Amazon.com and there are more critical in-depth reviews.
My view - this is a slightly expensive bit of fun. Nicely packaged, the black pouch is smart with the Bear Grylls branding, and the various trinkets and gadgets make this a nice (£30) Xmas stocking filler. As a true survival kit, it is missing some vital components (compass, water purification), and the quality of some items (cheap waterproof matches, hair-thin snare wire, xmas cracker/ 'made in china' whistle) is unacceptable. And black is not the best colour for a kit you need to find in a hurry!
The centrepiece is meant to be the Gerber clutch multitool (leatherman style folding pliers/penknife). Pliers are a handy survival tool but the knife and other tools are blunt/too small/ just poor compared to any Victorinox swiss army knife.
The fire starter has had some positive comments (I haven't tried to agree/disagree) and the inclusion of a survival blanket is good as often missed in small survival kits.
I like the waterproof pouch concept but in honesty this seems to be a marketing gimmick looking for an identity. It's not fit for purpose as a general personal emergency kit (which probably should be based primarily around a first aid kit). The contents aren't relevant for a biker (even the multitool doesn't have anything relevant except pliers). It's too small to be of any real use as a car emergency kit ((where food, water,clothes, and mobile phone are more important). And as a survival kit (even just to go hiking) I'd seriously consider building my own from scratch, or buy a classic BCB survival tin (or GO pack pouch) at half the price and including all keys items like compass and water purification tablets - just add a survival blanket and put the balance towards a Swiss Army Knife.