I'm sure that Mr. Grylls is a great guy and really knows about survival.
However, after watching a few of his shows I've concluded that they're more about stunts than actual survival. Some of the situations that he puts himself in (and the ways in which he extricates himself) are reckless and should only be attempted if you're being chased by a lynch mob.
For that reason, I will not buy products that rely upon his endorsement.