I'm not sure how the components could magically fail on any of the entry level fixed bikes. I think mentions of things like crank failure (what is the obsession with replacing cranks here?) are a little exaggerated - I'm big, strong and heavy and I'm surprised at how much stuff I don't break.

If this bike will get ridden hundreds of miles a week (or even just over a hundred), the bike's probably not going to be a value because you will wear stuff out quickly. You might also get pretty strong and get a huge boost when you move to a pricier one, because these bikes are pretty heavy - feel like they're in the 28-30 pound range, not far off from a beginner mtb. If the rider wouldn't know the difference when they're riding it anyway, save the Dura Ace and Sugino dough for later and go with the Alpha if you think it looks cool or it's inexpensive - beginner/casual bikers don't become better/stronger/whatever bikers because of the bike unless maybe in like extreme mountain biking or something else that demands complex equipment.

I know two people who've been on them for a year, and I think their use is probably pretty typical - commuting and errands and 100% city riding. No sign of anywear or damage besides sticky brake cables from riding in rain, and maaaaaaaybe they could use new chains. Both riders are satisfied with the bikes they got for 300 bucks, both having previously ridden tank-heavy Target bikes and singlespeeded tank-heavy department store road bikes.