I'm guessing that the rules of thumb persist under some simple, lab-test condtions.
That's why -- if I have fans operating in an "acceptable" range like 32 dBA (according to their individual and possibly inconsistent manufacturer measurement) -- I've spent more time on deploying fans for both maximum airflow and minimum noise. So I put two intake fans near the center of the case, two more on the floor-side/bottom. My internal motherboard, CPU and VGA ducting again reduces noise -- for both choice of materials and coverage averaging 50% of noise sources from either side of the fans.
I should probably get a "noise-meter" so I can measure the effective noise level at so many inches or feet from various sides of the case, but the noise is so low (to my ear) that it just doesn't seem like a worthwhile pursuit -- knowing that my airflow is near-optimal, anyway, and that I can improve airflow even more with the same number of fans, no additional noise, and an afternoon's-worth of Xacto-knife tedium.
Even after those improvements, I can still reduce noise-level further by placing Spire or Akasa padding inside my foamboard-and-Lexan ducts where it cannot be seen. The way the ducts are designed, I can reduce the static volume of air within the ducts and still get better airflow.