Thanks for the reply, yes it is liquid cooled CPU and 1000W PSU
I opened up the side panel and root caused the sound, there are fan noises from the top fan and PSU as well but non of those are close to the level of noise made by the graphic card, I mean it was louder than my hair dryer
the CPU during long period of game is fine stays below 50c and top fan showing from AWCC is running 28% maybe, but the graphic card ... bluhhhh 84c consistenly and sooooo loud. Although FPS stays good
and for the record, my older build which is Aurora R8, 9700K + GTX 1080 liquid cool CPU it runs quieter than my R11, although it was unable to play Red Dead Redemption 2 1440p with 50+ average FPS so had to upgrade.