Uh... that's only with reference coolers. if you buy one with a 3rd party cooler, (Sapphire vapor-x, asus direct CU, etc...) it's a lot quieter.
And if you're buying the GTX 670, you might as well as get the 4 GB version (i think it's around the same price as the 7970 ghz edition) or the EVGA GTX 670 FTW (same price as normal GTX 670) which is running on a GTX 680 board and it's super quiet.