That's called Custom Water-cooling, looks to be a pretty expensive loop (even by water-cooling standards) and the guy who made it must be a good modder considering what he has managed to with the case.
Also I disagree that it would be loud, an inherent benefit of liquid cooling is that your heatsink size isn't constrained by the area around the component being cooled. The more heatsink/radiator area you have, the slower your fans can spin and still achieve the same cooling. I have 6 fans for my water-loop, they run so low I cant even hear them and I still get amazing temps.
Their not even high-end fans, $6 each.