Well, the measuring techniques for noise levels are pretty standard, but there are ranges. In s sound chamber, a fan is operated, without any other devices or objects to change the noise readings (which is the ideal situation, but not what happens when you place fans in computers!) The noise levels are measured from 1.0m (here's where the differences come in, because you can actually measure from 1 - 1.5m) So, those manufacturers that want to have "Quieter" fans will measure from the greater distance. So, therre can be some differences.
The generally accepted norm, a whisper, is rated at 23 dBA. Of course, everyone has a different version of what a whisper should be. Normal conversation is about 70 dBA. Again, something that may be hard to actually determine, because of people's ideas of what "normal" is to be considered. Not everyone will be able to relate, but those who have Microsoft or Logitech mice will be able to. When you click (single click) on either the left or right button, the "Click" sound would be rated at 28 dBA.