Ok, since tfuller brought it up...I sometimes get accused of being a weanie for decrying HF-based wheel cleaners. Many acid wheel cleaners are HF (hydrofluoric acid) based. Many will say they are not HF when in fact they contain a close relative, ammonium bifluoride. I would really discourage people from using these types of wheel cleaners, unless they have the proper chemicals to neutralize the HF.
There ARE non-HF acid wheel cleaners, and they don't work as well. Meg's used to have a citric acid-based that really didn't do much. I have been using a Valugard product that is non-HF acid that works pretty well.
I agree with tfuller that trying a plastic razor blade or clay or some compound on a polishing bob or what-have-you is worth a try. Hey..wait a minnit...sorry I didn't think of this...here's a safe(er) wheel cleaner that may do the trick!
SONAX Wheel Cleaner, all wheel cleaner, chrome wheel cleaner, aluminum wheel cleaner, full effect wheel cleaner I really haven't had too much luck with it for etched-in brake dust, but it's worth a shot...maybe in combination with a plastic blade and a brush...