I agree that the priorities should be:
1. 401k to get full match
2. Roth IRA (if qualified)
3. Max 401k
4. College Savings
For us, that means that (since we get no 401K match) we max out both of our Roth IRAs, have marital investment in addition (mixed risk investments) and a 529 and UGMA for our daughter. So that means that because we are under 50 years old we will put 5K each into our ROTH IRAs this year, then additional investment into our mutual funds...