The fans sound like they are really going at it even under idle.
Have you tried fiddling around with the fan profile yet?
This is what the reviewer wrote:
When idle, the card's fans drop to their lowest available speed, which is 37 percent (approximately 1,150RPM), at which point the card is almost impossible to hear in a normal system.
I guess their norm is a water-cooled system with at least 4 140mm case fans and a fast WD Black drive (or two in RAID) inside .
I hated my Palit 780Ti JetStream back then for the same reason - you can't go lower than ~1100rpm, which is overkill during idle.