exactly. at 50 - 55% fan speed the noise is not loud. techreport and hardocp have already said the ref R9 290 cooler is not loud at 50% fan speed.
http://techreport.com/review/25602/amd-radeon-r9-290-graphics-card-reviewed/9
"Much has been made of the R9 290X's relatively high power draw, operating temperatures, and noise levels. Obviously, the R9 290 shares these same characteristics, with a somewhat louder default fan profile. In my view, the only one of these properties that's really worth fussing over is the noise, since it's the thing you'll notice in day-to-day use.
We're apparently going to have to face this price/performance-versus-acoustics tradeoff for a while, so I spent some quality time with the R9 290 trying to get a handle on what I think of the noise, beyond the readings on the decibel meter. I've gotta say, there are some mitigating factors. For one, I like AMD's choice to stick with a blower that exhausts hot air out of the case rather than going for a triple-fan cooler that doesn't. I've seen those fan-based aftermarket coolers perform poorly in multi-GPU configs, and they often occupy quite a bit more spacemaybe even a third expansion slotin order to work their magic.
I'm also not convinced AMD's cooler is a poor performer and therefore noisy, as some folks seem to think. Remember, it has more heat to remove than any of the coolers on the other cards we tested. Finally, I don't think this blower's ~49 dBA reading is the worst of its type. The quality of the sound isn't grating. Subjectively speaking, there are much more annoying coolers in this territory on the decibel meter. The impressively smooth, gradual ramp of fan speeds up and down in the new PowerTune algorithm helps make the noise less noticeable, too. This ain't an FX-5800 Ultra, folks."
its at 70% that noise gets loud. too many people who have not used a R9 290 are going about bad mouthing R9 290. there are users on ocn who have run the R9 290 at 1100 - 1150 mhz on stock cooler without clocks throttling at 75% fan speed.
http://www.youtube.com/watch?v=QQhqOKKAq7o
55% fan speed 0:19 - 0:27. thats open test bench. in a closed case and 2 ft away from the user i don't think you can hear it. people can draw their own conclusions