MSI's implementation of fan control is horrible in my opinion. In idle the card is noisier than all other comparable cards - including the last-generation dual GPU GTX 295. Ok, the idle temps are like 30° but there really is no difference between 30, 40, 50, or 60° in idle. Under load the fan speed ramps up quickly to end up sounding close to a leaf blower. In the case of load, the fan speed seems more justified, as the card reaches fairly high temperatures quickly when increasing voltage and overclocking.
What is another extremely annoying "feature" is that the fan speed jumps around all over the place as soon as load changes. Usually you have a slight delay in fan speed control that gradually changes fan speed over time to make the change less obvious. MSI however seems to have removed this delay which makes the fan speed jump with the slightest change in GPU load - like starting a desktop application (in Aero).