I can only just hear my 6970 fans at 50% over my antec 900 case fans. Card never goes above 70C at 950/1450.
This pretty much sums it up.
To this guy, 50% fan speed gaming is acceptable, and at that speed it ll run really cool. He is quite clearly used to a case much louder than mine. I m not saying his case is noisy, but at that speed the fan TO MY EARS would be benchmark only loud. Anything above 28% brings it above the noise of my case.
There are two schools here; I dont think there is much difference in the cards; those with standard noise cases and those who really go for silence.
Bottom line is this; if you run it at stock card is pretty damn quiet no question, and temps are standard, nothing to worry about.
If you crossfire, don't expect silence. The tonal noise has actually died down in my card, or I have got used to it.
In my experience airflow isnt all too significant, the card relies on pressure- its not like a low speed cpu heatsink where you need to keep cool air rushing over it, it is a far more brute force affair to cooling.
If you overclock a custom fan profile becomes advisable as the stock fan profile tends to only really ramp up a bit once the gpu has already got warm and even then will not really start dealing with it.
Edit; forgot to say that with a custom fan profile you can tailor it to your needs and noise is pretty reasonable and I just came off a zalman vf3000.