TNA bought my old card and I was also impressed with the heat and noise. I did come from ref cooled Titan X's though, so I am probably not the best judge when noise is concerned, as anything is better than a ref cooler. I now have the MSI Gaming X 1080Ti with the Frozr cooler and whilst it is slightly quieter than the Gigabyte, I can't really say there is much in it but then again, I have my comp under my desk tucked to the back, so it is generally inaudible regardless of what is in it
That says quite a bit that your 1080Ti is slightly quieter considering 1080Ti is a higher tdp card. Also my case is very close to me and is not sealed, so it is easy to hear differences.
By the way, hope opethdisciple does not get the wrong idea, it is a great card. I was just talking about the acoustics