The newer hard drives have a feature called Automatic Acoustic Management. Sometimes this is feature is turned off by default. Hitachi has a utility that you can run to change those acoustic settings. It doesn't matter if your drive is a Hitachi brand or not, the utility will still run. The quieter you make it, the more it impacts performance.
Personally I can't stand a noisy hard drive. So on this particularly noisy sata western digital drive, I turned it all the way down.
Lower the noise of your hard drives