I like the concept, the execution is what is lacking. First, price point is way too high. They should have the rifle come with a medium quality BOB instead. They could either package it in the BOB upper/lower detached or not bother. This would drop the retail price about $150. Then, I would have chosen different items for the BOB, but the concept would be better executed and at a lower price.
The margin on firearms is pretty low, but a lot higher on the other stuff. What if it was $1099 for the 6920 plus $200 in BOB materials. 5 mags, emergency water, iodine tabs, food bars, small compass, light, knife, fire starter etc, backpack. All for $1299.00. Then, Bubba sees this next to the SOCOM and 6940 and it cost less with all those goodies.