I think it's time we put "much louder" into perspective here.
http://www.xbitlabs.com/articles/gr...orce-gtx-titan-black-ghz-edition_4.html#sect0
This is the xbitlabs review of the Gigabyte GTX Titan Black with Windforce 3X. The Titan Black also happens to be a 250W TDP Nvidia flagship GPU, so it should have power dissipation in line with the 980 Ti.
You can see the graphs of Windforce 3X against MSI Twin Frozr IV and ASUS DirectCU II. Note that on the 980 Ti, MSI is now using Twin Frozr V and ASUS is using DirectCU III. Twin Frozr hasn't changed that much over the years, but DirectCU III will now have 3 fans instead of 2. So we can expect the MSI 980 Ti Gaming 6G to perform similarly to this chart in cooling, but we have no idea what to expect from the ASUS Strix 980 Ti except that it will be probably much better than what is shown here. Also note that these noise measurements were taken at a distance of 15 cm from the video cards on an open testbed, now I admit that I play PC games on a comfy couch while looking at a TV so I'm probably further away from my PC than some of you guys are, but I hope nobody here plays PC games with their video card 15 cm away from their ears.
The Windforce 3X is undoubtedly the best of the 3 aftermarket coolers shown, but at 100% fan speed which you'll never reach unless you set it manually it's also by far the loudest. But that's because the Windforce 3X's 100% fan speed is considerably higher RPM than the other 2 coolers. In other words if you limit the Windforce 3X to the same default automatic maximum fan speed that the Twin Frozr IV and DirectCU II have, it's actually quieter than the other two. No matter what, all 3 of these aftermarket coolers are far and away superior to the EVGA ACX 2.0+ cooler, you can buy any of these 3 cards and outperform the ACX 2.0+ with no problems.
Since the MSI and ASUS cards are delayed into July, this is the best comparison I can give you guys. I'll be getting my Gigabyte G1 on Tuesday, then we'll see what's what with the physical product.