My first brew was the Brooklyn Brew Shop Summer Wheat that was on sale for $25 from Williams-Sonoma - i even had a coupon code for free shipping! It turns out that this kit contains about $22 worth of stuff, but hey whatever.
I remember that the mash and the boil were the best aromas i had had in my kitchen, ever.
Also that the resulting beer was not that good, but i blame that on Munton's yeast. I would recommend a quarter of a packet of Fermentis WB-06 for anyone brewing that today, and lower fermentation temperatures than they recommend. low to mid 60's.
In fact, if anyone considering a brooklyn brew shop kit showed up at HBT having not yet purchased it, i would send them to their LHBS with an equivalent shopping list that would have the same or better stuff for less money -- but i do not begrudge BBS anyone they can bring into the hobby.
Seriously. the 1 gallon jug is about $5. Racking cane? $2.50 - shorten it yourself. 3/8" hose is 50 cents a foot - 4 feet? 2 bucks. Lab thermometer - $10. 2 pounds of wheat malt? $3.40. Ounce of styrian goldings - $3. WB-06 yeast: $4.50. Or munton's for a buck if you insist.
That's about $35. Those are actual prices from my LHBS. About the same as BBS charges for their kit, and the malt, yeast, and hops are better or in better condition. Also, skip the glass lab thermometer and get a digital probe thermometer at walmart for about the same price - I'm not saying it's more accurate, i'm saying it's faster.
A 2-pack of fine nylon mesh paint strainer bags is $3.50 at Lowes, so i expect the same or lower at a good hardware store (because lowes is a mediocre hardware store). I highly recommend the brew-in-a-bag method for small batches, with a 90 minute mash. These are great grain bags - just run them through the same laundry as your dish towels, skip the dryer, and go to town with 'em.
Also - sanitation is key, but sanitation after the boil is the part that is really, really important.