This proposal allows "go build" to embed things in a very specific way, but it's not meant to be extensible.
Rust's 'include_bytes!' macro on the other hand is a macro in the stdlib that can be emulated in an external library. I'm fairly sure every feature of go's embed proposal could be implemented via a rust macro outside the stdlib.
For a specific example, I had a project where I wanted to serve the project's source code as a tarball (to comply with the AGPL license of the project). I was able to write a rust macro that made this as easy as effectively "SOURCE_TARBALL = include_repo!()" [0] to embed the output of 'git archive' in my binary.
Of course, there's a very conscious tradeoff being made here. In rust, "cargo build" allows arbitrary execution of code for any dependency (trivially via build.rs), while in go, "go build" is meant to be a safe operation with minimal extensibility, side effects, or slowdowns.