If this kit does well I suspect its the power of marketing and not merit. I don't understand dropping the bit ratchet and dropping the "T" setup. The 1/4 driver handle is large for a compact kit. Why flex head AND 1/4 universal drive adaptor? Why 3" ish 1/4 extension, 3" ish 1/4 bit extension and 1.5" ish 1/4 extension: the more clever kits combine these separate tools. This market is getting crowded which is great for people like me who like to put something in all vehicle's glove boxes, and I definitely benefit from the advancements. The older gearwrench kits look great, but the case looks fragile.
I really like the original ICON bit set as it is so small.
I bought a wera tool check and have an advent tool check in one vehicle glove box. I don't use these tools frequently but sometimes they are all that are on hand.
For my least reliable car I went with a Tone kit over the icon 35 piece rat/bit set as the Yen/USD ratio had them priced very closely. I got a Tone MIX21620MBK for about $40 USD during a Yen low point. I contemplated getting the ICON kit and adding a couple 1/4 sockets with the possible coupon savings but didn't think it would be as elegant.
It has a metal case, it is slightly larger than the ICON bit/rat set:
Interestingly,
you can buy the Tone kit with a plastic box of amazon US for about $44
amazon US link
With the Tone kit you can put extra 1/4 bit tips in the "socket well," and you can fit a micro pair of pliers and still close the lid. I almost had the Tone kit save the day on a roadside repair, but had to call for backup for a specialty tool.
If the ICON bit set 2.0 was smaller, more true to the original with a couple sockets I would be excited to get one. I'm probably going to get a Kobalt bit check knock off for one of my kids to loose the bits, but the Kobalt quality might be different.
For the $80-100 and not worrying about stuffing in a crowded glove box: I would recommend a vessel HRW2001M-W, I think I got one for around $60 of amazon.jp, but the Yen was really low then, I can find it on amazon US for about $70 now.
Good luck harbor freight