Thanks guys! I think I am still used to the quite blu-ray player. Was actually weird because I did not notice any noise when I was using my old HTPC
You're welcome. You can set the CPU Smart Fan Target in the BIOS to something like 60 or 65 deg Celsius, then reduce the CPU Min Fan Speed to a number that keeps the cooler quiet enough for comfort.
This keeps the fan running at a lower speed until the temperature starts to break the target temp (this shouldn't happen very often if you have sufficient case ventilation and a reasonable min fan speed).
I'm quite OC with component noise, which is why I deadened and undervolted my main PC. I still run active cooling, but the fans spin at very low rates (~230rpm for the CPU fan for example). Mechanical parts are isolated with silicon mounts. HDD whir can still be heard up close, however.