My PC at idle is 10x louder than this... You really make me want to watercool the whole thing now.
I have an R9 290 reference so I'll add my 2 cents. I knew it that it ran at 95 C and would be loud AF when I bought it. However, I got it 2 months old from a miner (I really don't want to hear anyone's "OMG, FORMER MINER CARD WILL EXPLODEZ IN 5 MINUTES CUZ MINER CARD" comments) for a whopping $300. That's a great deal in my opinion, now onto the noise/temps.
I personally do not find the 95 C temperature target acceptable. I personally think that's way to hot so, using MSI Afterburner, I made my own fan profile. This has 2 effects on the card: No more throttling! (Yay! stays around 75-80 C with ~70% fan speed) & It turns into a mini jet engine. In Fact, it's so loud I moved my pc into a closet near my desk and with the door closed, I can still hear it. Even with headphones on, I can still hear the thing on a BF4 loading screen. However, while playing I can't hear it over my headphones. However, I really am considering watercooling after hearing that guy's computer.
In a nutshell: Unless you let it run at 95 C the stock cooler will be leaf blower. But, if you can spend $20 more on an aftermarket card, I recommend it. Regardless, it's a really fast card.
EDIT: Next time I play a game I'll use a decibel meter and show you guys how loud it is.