Your swarf looks pretty good, but maybe a little small. I have a 3 flute carbide 1/4" end mill from SGS. Their recommended chipload/tooth is 0.0012 - 0.002 feed/tooth. I typically run my machine at 4300 rpm, and my feed at 22 ipm so thats a chipload of about 0.0016" per tooth and a DOC of about 0.025"-0.035", it cuts great and finish is extremely smooth.
Try to keep your chipload, close to your manufacturer's specifications and your tools will last sometime. I managed to burn up a niagra 3-flute 1/4" HSS roughing end mill because I was running it at 4300 rpm and about 8-12ipm, it only had about 40-60 hours cutting time on it before welding to a part -- afterwards I looked up the feed/speed from the manufacturer and realized what I had done to the poor thing heh.