There is no 970 reference cooler. And when the 980 is oced to around 1500, the 980 reference cooler is ad loud as the 290x according to one review I saw.
PCPer said it nearly hit 44 dbA, OC'd to 1483 MHz, not bad at all considering that's a massive overclock.
So... yeah, that's as loud as the 290X in quiet mode, which is tolerable. It was when you enabled Uber mode on he 290X it sounded like a hair dryer (50 dbA+).