I think the term for these sorts of parents is Bobos (See http://www.amazon.com/exec/obidos/ASIN/0684853787/102-7602633-5439322), which is the latest label for those who follow in the footsteps of the yuppies. One of the primary concerns of bobos is to educate their kids to be as rich and successful as possible. They are devastated if their progeny don't get into Harvard or Yale, starting out with an elite Manhattan pre-kindergarten. Like this family, they probably only have one kid, or maybe two.
It's not a bad thing to want your kid to do well in life, but their view is extremely materialistic. Do well = be rich and successful.
After he was saddened by the death of his closest friend, Saint Augustine concluded that it was not wise to love those things that fade away as if they were eternal. Only God abides forever.
Interesting --- it's the main concept of Buddhism (well, except for the God part - Buddha didn't talk about God because he rightly claimed ignorance on the subject. But that's how a theistic Buddhist feels.)