Asus' coolers this round tend to be loud
https://www.techpowerup.com/reviews/ASUS/GTX_1080_STRIX/29.html
The new ASUS heatsink does a great job here. It keeps the card below 70°C even during heavy gaming while its fans are much quieter than on the reference. While not as quiet as the MSI Gaming X we tested earlier this week, the noise levels are quite good.
https://www.techpowerup.com/reviews/ASUS/RX_480_STRIX_OC/28.html
To me, it looks as though ASUS has tuned their fan profile with a focus on very low temperatures instead of providing a good balance between heat and noise. Out of the box, the card emits 39 dBA - more than the GTX 1060/1070/1080 reference boards and much more than the custom variants of those cards we've reviewed. I did a quick test with the temperature target set to 75°C instead of 65°C, and here, the STRIX goes down to around 30 dBA, which is what I would have expected of the card. Let's hope ASUS addresses this with a BIOS update soon.
I also like MSI's VRM / Memory cooling solution better and while both cards have passive fan control, MSI's controls each fan individually.
It also must be noted that the cooler's job is to cool the GPU / Memory / VRM below any level which would impact performance. With nVidia's current GPU efficiency, that job has gotten a lot easier. The card throttles at 82C. Most AIB designs have no problem keeping the GPU 10C of more below that. Now the important part ....
Adding for example a CLC type cooler to a card (one that cools the GPU but not VRM / Memory) provides no performance benefit whatsoever. All cards have two performance levels:
> 82C - performance is impacted
< 82C - performance is not impacted in any way
So a cooler which does 72C under load overclocked is in no way affected from a performance PoV than one that does 62C, 52C or even 42C. The card will be able to reach the same OC regardless. However, the flip side is the ones that chase those lower temps, are noticeably noisier. As techpowerup said "it looks as though ASUS has tuned their fan profile with a focus on very low temperatures instead of providing a good balance between heat and noise", I;d rather have that balance and a quieter room. Yes you can change it but once ya do that the "lowest temp" distinction no longer exists.