good in-ear headphones

the shure e2c looks like a nice set of in-ear headphones. i had been trying to dig up the link for them for a while since noticing a mention a long time ago on joi ito's blog but then not remembering where i saw the link, or who made the headphones.

the one thing that makes me a little hesitant to pick up a pair (besides the price) is that i'm not sure i really want something with that much sound-isolation.