I can see this piece of kit useful for just about anyone, regardless of whether you are into the military gear or not. This could easily house a survival kit for the car. Add a strap and it would make a great tactical diaper bag for dad's with young uns.

I think that a lot of folks who aren't interested in the .mil gear need to take a look at stuff like this. It's multipurpose, rugged, and last for a LONG time.