The AD1212HB-A71GL is a ~40dB(A) fan, so it's gonna be loud at full tilt. Even louder than most GPU & CPU cooling fans.
I'm surprised no one noted that this is a modular PC Power & Cooling unit with a large overhead fan.
Good to see though, if the price is right in the US, we'll definitely have a worthwhile unit on our hands.
As it does have a unique design (since it's white) and it is modular, where most S12II Bronze based units are non-modular.