Apart from preferring Noctua because they speak my language (mostly), I'm happy to concur that CPU cooling no longer is that much of an issue, since AMD has pushed insane Intel power designs into oblivion.
However, no matter what the MTBF on the fan, once it fails, it hits hard, which is why I've switched to dual fan designs, not for the extra cooling capacity, but the resilience.
Not that I've really ever had a CPU fan fail outright in decades, only one choking on surprisingly little dust (easily rectified) and another announcing it's failure well in advance with ball bearing noises. The former shut down the home firewall and at that time I spent every second week in France with five remaining home users rather dependent on Internet access... I counted myself rather lucky I was home that week!
When a CPU cooler fan fails, it's never convenient, and waiting for a replacement part pretty near inacceptable. So paying a little extra for that peace of mind seems like a bargain.
I do ECC and RAIDs for the same reason, but those tend to cost quite a bit extra.