Hi, update from my side. I sent my card in for RMA. I got a replacement card. But the pump whine is just as bad if not worse.
 
Seems like it is a general problem with the older gen Asetek pumps, also with the way EVGA uses them (running 100% all the time). Youtubers like Gamers Nexus have talked about it in the past.
 
Its pretty disappointing that EVGA a) has these issues with the pumps in a premium product and b) doesn't offer any fix for it (at least let us control the pump via software).
 
So far, my research has dug up three options
 
1) flash Asus strix bios on secondary bios. apparently that way the pump speed can be controlled via software. i havent confirmed this though. Also, I guess you'd lose the readings of the additional temp sensors
2) buy a 4 pin mini GPU to 4 pin adapter and control the pump via mainboard.
3) supposedly, holding a magnet on top of the pump eliminates most of the rattling noise.
 
None of these are too convincing in my point of view. I didn't spend over 800 USD only to have to fix issues by myself.
 
Of course I can try to send it back yet again, wait for another 1-2 weeks and hope that the replacement device (another old, used one likely) won't have the issue.
 
I am repeating myself but I am not too happy about buying a premium product and not getting a premium solution. At least customer service has been a positive experience so far.
 
EDIT: Will post a modified link when I get home