well I almost laughed the first time I heard the gtx470 ramp up the fan speed and after a 30 seconds of furmark it was unbearable to me. during actual gaming it was obviously not as loud but well beyond what I would call acceptable. for comparison I have never heard my gtx260 fan ramp up if left on auto settings and it also runs very cool.
Which card do you have? I have the EVGA 470. I honestly cant hear it above the CPU, 120mm, and PSU fan in the case. Unless it is spun to 80-100%. Which it never does during gaming.
The fans in the case are the Intel default cooler for an 8400 and an Antec 750 watt PSU. The 120mm fan pushing air out the back runs on a medium setting. The total system's sound is very quiet imo. I have had loud systems in the past with multiple 80mm fans blaring away. This thing puts off a low hum but nothing I would consider loud. If my speakers are turned off it is barely noticeable above the ambient noise in the room.