if you read professional reviews (reference design )the noise and temp are similar to Titan X and Gtx 980
I don't read professional 'reviews'. Or at least I don't anymore.
I am the proud owner of a GT70 gaming laptop, which all the reviews I read beforehand assured me never went about 67C° under load. The truth is it will hit 87C° underload, before throttling, unless I sit with the Turbofan on (which sounds like a lawnmower), in which case it will hover around 82C° under load.
Instead, I pick my reviews. I like Techpowerup myself, and they told me that the 980 ti ran damn hot, and the fan done a rubbish job of keeping it cool, and sounded like a hairdryer in the process.
Thus, those aggregate stats from 'professional reviews' are utter horse****. It is well known that the 980 is a 'cool' card and therefore, the fans run under load at 33dB (according to TPU 980 ref review), when sitting 75cm away from the GPU. In contrast, the 980 ti under load runs at 42dB (TPU again). Now, that is almost 10dB. To the human ear, a 10dB increase is interpreted as being twice as loud.
Also, the reference fan on the GTX 980 kept the card below throttling temps, the same ref fan on the GTX 980 ti, does not prevent the card from throttling.