Laugh, so what is traditional QoS? Reason I laugh, over the years there has been lots (and lots) of kinds of QoS support across Cisco switches and/or across Cisco routers.
From looking at Wiki's entry for ETS (Wiki ETS), ETS just appears to be a high level dot1Q spec defining multiple queues for egress traffic (w/o, it appears, even defining a specific algorithm for dequeuing).
What ETS would do, would, I suspect, depend very much on the platform.
I further suspect, ETS helps provide a framework and/or specification, of how CoS tags might be used across multiple queues.
The biggest difference, "traditional (Cisco) QoS" might be more focused to using L3's ToS, while something like ETS focuses on L2's CoS.
Personally, I would say ETS appears to be a form of AQM (active queue management), and a part of QoS (the latter including anything that allows/support a defined quality of service).