To be honest there are a few bits in there that are useful like the whistle but the container its in looks a bit flimsy. I'd be worried that it might tear, and the spark striker doesn't look that robust, you may be able to operate it one handed but if it breaks ya screwed/ My motto is the less moving parts it has the less chance of it going wrong. As well as this much of the contents I think could be got hold of pretty cheap else where and that way you can ensure your not paying for stuff you don't want like a pencil and paper.
As a start i'd reach for the good old SAS survival guide and look at the kit list for the survival tin, this is what mine is based around.
The Doug Ritter PSK is a very good piece of kit and well thought out. It's small enough that it can be comfortably carried in a pocket.
A PSK that is too bulky to be comfortably carried, is most likely to be not on your person when needed.
the packet it comes in is very robust, the equipment inside is all useful and well made.
the flint striker is actually a good idea for a survival kit. Can you operate a standard flint and steel with one hand? it's not easy.
as for the pencil and paper, that's a
very useful piece of equipment to have, and very inconvenient to improvise.
get a copy of "build the perfect survival kit" by John McCann, it describes many different sizes of kit for many different uses.