Emergency Kit Hostess Gift: Brilliant or Baffling?

Practicality is en mode these days, but I'm wondering if the makers of Ice-Qube preparedness kits (priced $20 and up) are taking the rational focus a little too far. The company says:

Finding the perfect gift is tricky, but emergency preparedness is always welcomed. Whether heading off to a dinner party, going to a small get together or escaping to the country, why not bring the host something they need because there are some of life's events even the best host can not prepare for.

There's a whole line of kits, including products designated for home, office, baby, and pet. The company thinks the Ice-Qube is the "must have hostess gift of the season." What do you think of the idea of gifting an emergency kit — is it brilliant or baffling?

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