To Schwin Or Not To Schwin

When picking a bike for your kids do you go with long last quality, or economical but possibly temporary fun. I love this bike on sale at the local bike shop on South Taylor road. I often walk over there with the kids and they love checking out the bikes, trikes, unicycles, etc. This bike really is great, however, $$$. I know I could go to Walmart and get a bike for $30, but not only do I miss a chance to support the local business, but I take a risk with low quality and possibly having to replace the bike in the near future. What would you do for a growing, but rough and tumble, four year old boy?

I should add that I wouldn't actually be paying personally for either (Dillon has very generous grandparents), so it's more the principle that I'm exploring. What would you do?