Firstly, let me just say that I detest Furmark and I believe it has come in for a lot of criticism in that it's utterly unrepresentative of the load a real game would place on a card. It stresses them in ways no game ever would and I believe it has actually damaged some cards as a result.
That said, there's something that doesn't quite sit right with those results. The load figures suggest that BC2 is stressing the GPU to almost the same degree as Furmark, yet with BC2 the temp is kept at 81C with only 57% fan speed whilst Furmark needs 100% fan speed to maintain 89C? That just doesn't add up.
I fished out Anandtech's review of the 480 from when it was released and their figures suggest it's just as hot running Crysis as it is running Furmark, which is in itself surprising.
As I said earlier, everyone's perception of "loud" differs. When I got my GTX280 (standard non-overclocked reference model) I found the noise intolerable when playing demanding games, not just when using Furmark. It may be that you had a better (quieter) card, or were playing different games, or are just less sensitive to the noise than I.
FWIW:
http://www.youtube.com/watch?v=xfQOU3T0O3Q