I think is great...... maybe as you said the pillow and perhaps the collar and leash.....thay may already have bought one or just don´t like the color or something......and perhaps the kennel.....let them buy it

all the other thing are great and I would sure appreciate all the included

as a first onwer I appreciate a food sample (to not buy another one and have my puppy sick from day one)
all paperwork and all the info (good literature to help me out onmy puppy quest)
the toy and perhaps a blankie with momma smell (to help the adjustment to a new home)
the CD, frameable ped. are a very nice touch since you see your pooch from day one......awwww.........

but whatever you want to add it´s great.......