Yeah it's too bad most reviewers will take a card like the ASUS and run it at stock fan settings instead of bumping them up to a noise level equal to the next quietest ones (a lot of them run at 39db), then see how cool it runs, or how well it OCs for that matter.
What I like about the Giga though is it runs cool right out of the box, and OCs high on stock volts, not to mention probably the best support in the biz. On noise level it's equal to my 7970, and I'm not sure the ASUS even stock would seem quieter, since much of what I hear when things are quiet and the sys is idling are the push/pull fans I have on my CPU rad.
This is why when it comes to load scenarios I pay more attention to temps than noise. Barring the GPU fan sounding like a friggin airplane when it's under load, which mine doesn't, nor most anymore for that matter, you'd typically not hear it much anyway unless you're playing a very quiet game. There's also the fact that a lot of such games are better played with headphones to hear footsteps, conversations, creatures, etc.
So yeah, in this day and age with small die, cool running chips and high tech custom air coolers, it's more about temps than noise I think. This is just one of the many ways Giga is forward thinking.