My distaste for the Go community is pretty well-established in these parts; I think worse-is-better is screwing us all, and etcd seems to me to be the worse-is-better Zookeeper. And for things that don't matter, sure, worse-is-better your life away; a Rails app can be whatever you want, but the infrastructure I manage had better be bulletproof. I won't say etcd will never be competitive, but without some significant changes, I don't see it getting my vote--and those changes are largely around the parts of the feature set that etcd doesn't support, at which point...why use it, anyway?
I'm not saying etcd won't ever overshadow Zookeeper, it probably will with the momentum behind it, but as an ops guys, I wasn't willing to bet production application service discovery on it.