I'm surprised at how many of you are sticking up for NVIDIA regarding the cooler.
I don't really have anything to add except that this was my impression on seeing it and I think the noise could be reduced a little more. The gold standard in low noise and lower temperature high end graphics cards are the MSI Gaming and the Asus ones (Strix I think?) If they can do it, then so can NVIDIA - and I'm sure it would help to boost their sales by having such a cutting-edge cooler as standard.
I have an MSI GTX 780 Ti Gaming and it's really quiet, even when being pushed hard. This is the noise performance I'm looking for in my next card, whatever brand it is.
You should see the
superlative review it got on TPU. So good that W1z put it in his own rig.