I just bought a 2010 V w/ the 17s and I find it to be incredibly loud. Most likely due to the fact that I commute mostly on the interstate and the ICE is always running, but I find it much louder than my previous commuter - 04 Passat 1.8t. I know dynamat is expensive and it isn't fun to work with (did it to a Cherokee I had), but has anyone done it to their car? Were the results worth it? I'm thinking maybe start w/ the doors and see how that goes and consider the floor later.
If you do a search in the forums, you'll find threads that detail what others have done, some with pic's showing step by step. Road noise is likely primary and engine noise secondary, unless you always have your foot in it!