My previous card was an MSI 580 TF and I did not think they were that bad. But then the ambient temperature up here in Scotland is not what you would call warm, even in the Summer (certainly not this year!).
But in answer to your question. Yes they are quieter than the ones on the 580 TF. As I've commented before, below 50% fan speed, I genuinely can't hear them over the pretty quiet fans that I have in my case. Pretty much every review I've read comments that in normal use they are pretty good. If they had been noisy, I would have DSR'd it and got an ASUS 670 DC. At 60C the fans are only running at 44/45% and if anyone can hear that... then they either have superman like hearing, or defective fans on the card.
Though like any actively cooled card, should you have a really high ambient room temperature, then they will obviously start to spin up. As an example, I have a friend in India (30C even during the evenings) and he complains about the fan noise on his Gigabyte WF 670, as they have to spin up a fair old bit to combat the heat. Just an example to demonstrate that no card can be totally quiet in all condition. It will be the same with the MSI card.
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