I got one of these last week. It contains a Blastmatch fire starter, a couple tinder cubes, a whistle, and a signal mirror. It's packed inside a Pelican-type plastic case. There's some foam padding in there that's unneeded IMO, so I plan to remove it to add additional items. E.g. a pill bottle filled with vaseline impregnated cotton balls for use as tinder.
For the price it's a steal. The Blastmatch alone normally goes for what the kits lists for. Even though it's at the NRA Store, AFAIK you do not need to be an NRA member to order from them. (That said, JOIN THE NRA if you haven't already.)