When you look at the product- it's apparent they didn't reach too far for design inspiration- it's an orange molded plastic case that's basically the exact same size and shape of a Zippo lighter. That is where the similarity ends however- where a standard Zippo is generally made of metal and requires lighter fluid to power it, the Emergency Fire Starter has a flint wheel and a compartment that holds 4 tinder sticks. The case looks at least water resistant enough for all but determined drowning and is a pleasing orange color so dropping it in the forest doesn't guarantee it's immediate loss. As an aside- I've ranted for years about how makers of vitally important gear often make it matte black, earth tone or even camouflage to sell it to armchair commandos who don't even know where the woods are. Bravo to Zippo for not "tacticooling" this product.
Here are couple of my thoughts on the product. It absolutely works as designed. I've built a bunch of fires by a lot of different means and typically in my kit have at least a couple of different methods and this one for it's intended purpose is excellent. I've had a wide range of ferocium rods and what not and while you can certainly build a fire using natural tinder to catch a spark there are certain conditions where it's probably more drama than you want to put up with. One of the major failings of ferocium rod fire building is that it usually requires two hands. With an injury to a hand or arm it may prove impossible to do so. I found the Zippo kit to be quite easy to do one handed and basically as easy as operating a butane powered lighter. I know many dedicated outdoors folks who like to practice arcane fire lighting methods like bow drills and so forth for aesthetic reasons and while it's a worthwhile pursuit, if it boils down to me getting a fire or getting hypothermia- I'll take modern convenience thank you very much. I personally think planning to rely on arcane techniques in a true emergency is more Walter Mitty, Armchair Commando than anything else.
Since the ability to build a fire in an emergency is one of the critical "make or break" moments for the outdoorsman in trouble, having at least two reliable methods of doing so is largely seen as the minimum. Since these are readily found for under the meager price of $10, there's no reason to not look at this as a great option for one of them.