How loud is it? Article is not clear if it comes with fans, or they would have to be sourced/installed separately. I would assume if it comes with fans, they should provide some kind of datasheet showing performance, such as ex. (9) fans spinning at 1000RPM with produce 35dba and provide 1000W of heat dissipation. Without any of this information, this article is nothing more than a cleverly disgusted advertisement for a product we know virtually nothing about.
It's a radiator, a solid state object, so it's, well, silent.
You will want to add fans to it, obviously, and you'll want a strong pump to push all that liquid, given that the big one holds over 3/4 of a gallon of coolant just inside of it.
So, like always, it depends on the rest of your hardware. The way physics works, though, 200mm fans can move more air at lower RPMs than smaller fans covering the same area. Most of the ones I've had are nearly inaudible, but then again, I've never had ones designed for the level of static pressure required to push air through a 3" thick radiator. I've only ever had them as large exhaust fans.
Still, I would bet money on this being quieter than a 360/420 radiator setup, let alone one of those 9x120mm beasties, assuming it is correctly set up. And none of those are particularly loud to begin with (again, when properly configured).
It won't ever match a passive heatsink, of course, even with no fans, since you still have a pump circulating coolant, so if you want a truly dead-silent setup, you're still stuck with one of those, and all the thermal limitations they come with.