I haven't checked out the Etymotics, but a ski buddy of mine turned me on to the Shure 3c's. They're very much on the expensive side ($200+ if I remember right), but I love them.
With no music on whatsoever, I can't even hear the road noise until about 55-60MPH, using an Arai RX-7 helmet (a bit noisy, but a great fit). Compared to the Sony phones I was using before, I can now play the music at about 3 on a scale to 10, less loud than normal conversation, and can hear it fantastically.
The most surprising thing to me was how much less fatigued I was after longer rides. It is amazing how much the road noise tires you out. And, when I had the Sony phones in, I had to crank the music up very loud to hear it and drown out some of the road noise, again causing fatigue. With the music on a very moderate level (again, something like a 3), I can cruise up to 90+ MPH and not be bothered at all by the wind/road noise.
Now, I'm sure this is illegal in good old Cali, but to me its worth it to enjoy my music and save my ears.
I'm also sure there are safety issues, but again, for me, this is managed risk.
Also, FWIW, I paired this with an XClef MP3 player -- a fairly obscure player that's rather large and bulky, but supports an incredible 100GB of space, and acts like an external hard drive when hooked up to the notebook (over USB2). Overall, I'm very impressed. I had an iPod, but couldn't stand the way that virus took over my notebook. The iPod was more touchy-feely, but I like the XClef much more. I also love it because I've got my entire CD collection (2000+) on the device -- no need to figure out ahead of time what I'll be interested in. It fits conveniently in the inner lapel pocket of my leather. Of course this prevents me from changing tunes while I'm riding, but they also sell a device that is basically a wired remote control I could probably run down my sleeve... I don't know -- for me, it's probably better not to monkey with this while riding. Fortunately I like picking an artist and plowing through several albums.
YMMV.
Cheers, Kent