The key to Intel coolers is good airflow. I noticed my computer started sounding like a jet as well, especially when the CPU was under heavy load. However, after removing the side panel it almost immediately became much quieter. Problem was the filter on my intake fans was completely clogged with dust. After cleaning it my system didn't sound like a jet anymore. Of course that's not to say this new cooler they're using is the same; if it is a problem then you can always get a third party cooler like something from Zalman or Thermalright.
Not a big deal really.
