I feel like a fool.
It doesn’t look like a bad starter set to me, nor particularly overpriced.
You might hope for slightly “cheaper” considering that it’s based on a clone, and it has some parts that I personally would not have considered valuable (like the baseplate), but it does have some relatively high-value parts (LCD, protoShield, ultrasonic rangefinder, Accelerometer and Gyroscope Module. You probably could have saved SOME money by ordering parts or kits from China via AliExpress or eBay, but buying one of the more official Arduino or Adafruit starter sets would have netted you less stuff for more money.
What you DON’T get with this sort of starter set is the customized set of instructions and tutorials that will lead you through various levels of learning. Some of the basic components (LEDs and buttons and such) will be essentially the same as any other starter set, but those less-common parts are going to be harder to find introductory material explaining how and why to use them. Adafruit has tutorials for lots of things, but they may require some “adapting” to match the components in your set.
There is this “summary card”: http://www.16hertz.com/wp-content/uploads/2014/12/11.jpg
which says you should be getting: “1x PDF Product Guide (please allow for 7-10 days for email to arrive at your inbox)”
You should probably keep poking them for that (and check your spam filters/etc…)