OK. Given the expense of the Bose units, I thougvht I would experiment further. The Audio Technica units are about Aud$90 each, so I can buy 3 for the price of one Bose set. That really is a bit "distracting". So I ride tested the A/T unit.
My take is a major failure. At first, I would have said if you want super-quiet, then get the Bose, but sub $100 stuff is usable.
A static, helmet-on test showed that they were adequate in allowing music and comms with the engine at 3000 rpm, no load, and would handle more noise and still do the job. So I did a road test.
With a full face helmet that pressed the earpieces in (Nolan), static, the cheaper unit were very good. BUT...when I rode, a couple of serious weaknesses popped up.
First is that the ear buds are likely not to stay seated properly when you put on your hat. In all my (10) rides with Herr Bose, not once did I have to try again.
Second is that after you think you have it right, ANY shift of the helmet can almost completely open the seal between the earpiece and your ear and the already weaker electronic sound killing will fail. In the end the only way I could seal the deal was to ride with hunched shoulders, so my cheekpieces buried the buds into my ears.
The result is that as I rode along, any head movement meant I was intermittently roared at by all the noise; engine, wind, road...and it was probably more distracting than no protection at all.
So from my limited (but real life) testing:
- you NEED to have the Bose-style earpiece, which has a flappy piece of silicone around the bud. It seals the ear at many angles, so the electronics can do their job.
- If you can get something that is cheaper, but also has the Bose slilcone flappy seal, and hook that fits inside the ear-flap and holds in the bud, then all the better; it sits even when you scrape the helmet over it.
- a far softer bud surround than the AT unit I had may also help
- even with a good fit, the A/T unit gave more noise, because it relied on a physical seal and an electronic seal, so you got more rumble.
- Given all that, if you want to ride at 60mph and have the wind sound like somebody is maybe flapping a piece of cling wrap behind you, rather than the real wind noise (seriously, I keep hearing this flappy whispering and wondering wha...) then get the Bose
- the Bose unit talks of 30dB kill and the A/T 20dB. That 10dB is $$ friggin luxury.
So (again

). I really want to have good Nav, good music, good comms, good phone while on the road. A smart phone allows all of that: google maps, excellent mp3 players, phone that cancels music in a call, intercom with passenger. I am VERY happy with the $$$ (I admit) Bose unit for its bud design and electronics. Others may be better than the hard-foam earpiece A/T unit I have.
I would like to hear.