Can be: previous thermalpad would be right on the spot applying some pressure and acting as a dampener or the fans were masking the coil whine.my 3090 strix had zero whine until i put an EKWB water block on it, now its super loud like you describe
Mine happens on Assassin's creed, not a lot, unless I cap FPS to 60, which I won't.
On Call of Duty, no coil whine.
This week will finally install the EK active backplate which I've received Saturday.
Happy days, and possibly the end of my paranoia for lower temperatures (backplate).