My original 360 was loud but I got one of the newer ones and it's quiet as can be. Add to the fact the only time I ever use discs on it is when I'm installing a game, I rarely know it's on.
My PS3 (80gig BC model) on the other hand sounds like a jet engine and is even louder than my old 360. Oddly enough it's usually the loudest when I'm watching a movie (DVD/BluRay), not when playing a game.
-edit-
Wii is quiet too, though occassionaly I can hear it.








