I've bought a few pairs in this range. Never got on with Shure's they're just to intense (it feels like hard work listening to them). I find my Senheiser CX400s for about £40 ease to listen to and brilliant quality.
I may get lynched for this... but I am really impressed by the latest version of Apple in ear earphones (the dual driver version, not the pants version before that). I bought them not expecting much, but I am very impressed indeed with the fit, the sound quality and how comfortable they are to wear for long periods.
I have been through quite a few pairs of headphones, and for me personally this is what I would go for (they are fairly cheap too, around £60ish).
Soundmagic E10's - well under budget and the quality is excellent. If money really isn't an option then yeah, spend more, but otherwise the diminishing returns on the bump in quality you get from spending more is quite large above the E10's.