Of course, everyone wants to have a good and leisurely retirement for themself, but that comes after setting up your kids for success. (And, your kids can be a form of retirement savings...that's the way it has always been in the past.) If you can't save for yourself, invest in the next generation as much as possible. Take great pride in preparing one's offspring for success. I'm first generation college in my family...ever. I know my father takes great pride in his kids, all of whom earned post-graduate degrees.
You don't have a bunch of kids from generations of laborers suddenly get post-grad level education without something intangible being created by their parents in them.
Every kid is different, of course, and college is not for everyone. At the base level, my goal for my kids is (1) be happy, and (2) be independent. if they achieve at least that, I will be happy and proud of them.