Well, as I said, it is normal to hear sounds from GPUs yes and exactly those type of sounds.
Since I can set whatever level of volume I like here it is impossible to know if that is loud or not or recorded close up etc.
Having said that, that sounds very loud to me...especially for a GPU marketed as quiet in this respect.
The only cards I have had that have not made a noise are my present Titans...designed specifically not to make any noise with premium components.
Everything else has made a noise...more or less...of exactly that kind. Generally the more expensive GPUs with better VRMs make less but as you see not always. Sometimes it is a particular PSU/GPU combo that makes more noise or less...
The fans come on if the GPU reaches certain temp....maybe custom fan/ maybe GPUs are at temp from making previous runs?