Yeah, that's why I said I'm not sure about it being the GPU. I haven't messed with the fans much yet, but they are on a central controller, so I think that means I lose the control the mobo offers for each one. The GPU is set to auto and is running at 17% at this moment....only steam and a browser open.
<20 minutes passes>
Okay, so your question caused me to look around a bit and it was just a stupid mistake on my part. I don't remember doing this, but the H100i fans were set on fixed mode at 2000rpms. I think this happened after I installed the GPU, but I really have no idea how or why. I would not have selected this value or setting. So the fan/noise issue is solved and is running much quieter now.
After completing the build and running prime95 for a night, I haven't gone in and played with clocks or fans/temp. I haven't played a game yet that would require any OC'ing.