Like any food item, if the ingredients are shit, it'll be shit. The fewer the ingredients, the more true this is.
Sounds like your kit had shit chocolate, shit marshmallows and shit graham crackers.
Personally i'm not a huge fan of s'mores, only because i'm not crazy about that flavor combination. I find them just OK.
The best i've had used quality ingredients, and don't sleep on the campfire cooked marshmallows. It does make a huge difference.
You've never had graham crackers? What do you guys use for crust on your cheesecakes?