On the discovery show, it seemed pretty loud too. An annoying buzzing sound...not sure where they're planning on deploying these, but noise pollution might be an issue, not to mention potential crash safety issues.
It may be that they haven't done any noise testing at this stage (and the IEC 61400-11 standard for wind turbine noise testing is really not applicable to the AWT configuration) but they would have been better off just saying something like "we'll get back to you on that" rather than setting up expectations that might turn out to be unrealistic.