According to Computerbase, the in-game noise level on the Strix is 42.5 dB while it's only 38 dB on the iChill. Of course, the former stays at 72 degrees while the latter goes up to 81. (But 72 seems a bit overzealous)
Worth mentioning that the iChill is almost at it's limit in normal use. Computerbase had it running at 1420-1470rpm when playing games and it hovered at around 80C, and the max speed for those fans is 1550rpm. It is quiet compared to Asus default fan profile, but it is also almost maxed out even in their test. You might have issues if your ambient temp is higher than average.