So no matter how loud you turn it up, it will never drown out the noise of a DVD drive whirring, because it is obscenely quite in the game at points, then has a loud noise to give you a fright.
Doesn't bother me. Depends also how far away you sit from the 360. If you're glued a less than a metre from the screen of course you'll hear it. I hear my PS3 from around 3 metres away when it plays Blu-Rays and upscales DVD's.
Its a stupid generalisation to assume that the 360 will be too noisy to play a game on.