Especially in the UK? A 'switched on' hill walker will take precautions and their 'survival' kit is the daysack and contents and clothing system they are wearing. Survival preperations start with knowing when and when not to go for the adventure weather forecast snow conditions etc followed by giving good clear intentions as to where they are going and an expected time back to a responsible person. If things go tit's up ( sprained ankle, loss of route, benightment etc)then they have kit to keep them warm and dry ( or at least alive) for the most part and when they become overdue the responsible person gets worried and alerts the emergency services and the clear intentions plan swings into action. What's unlikely to happen is the need to dip into a survival tin for kit to: Improvise shelter, snare rabbits, navigate with a button compass use a condom for water collection etc...
I think that's the point, at least to me of the tin. If I had time to plan everything I would never need it. Its when things go off plan it may save you. Take the canoe blokes, with a tin containing waterproofed matches always in their jacket they would have got a fire going. Without it, on the wrong side of the river in the dark they could have died.
I agree with the other comments as well, that the peeps who carry a knife, matches, etc everywhere in essence have a survival tin anyway. Its just where they store it I find it easier to ensure I have 1 item in my pocket 24/7, and know all the little helpers are with me than have pocket full of bits, and find the matches were the 1 bit I left behind that day it went belly up.
I think everything in my tin has a chance of being used, or is so small what the heck (i.e. fishing kit). Also for now its a tin, bit of nostalga there, in future it may be some form of soft roll pack or similar that moulds better with a jacket where it would always live.