Perhaps some folks should have simply settled with a new MacBook, as it appears that their computing needs may be far below the capability of a the CPU in their new MBP ??
What seems to be the case relative to the new MBP is that there is a certain amount of heat (and consequent required level of fan activity) associated with the Intel SandyBridge CPU architecture, whether or not there is a heavy CPU load. So, even when it's "coasting" the fans need to turn pretty fast. Slowing down the fans is probably not an option.
Also, it appears (based on what I've read on this thread) that some users may be waaaaay over-estimating the CPU requirements of their apps. So, they may be throwing a big Mack Truck at a roller-skate job. Unfortunately, a Mack Truck will still make a lot of noise and burn a lot of fuel, even when there is nothing in the truck bed.
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BTW...In the Intel SandyBridge CPU technical specs (which run approx. a couple of hundred pages) the subject of temperature control, to include fan speed control, etc. is part and parcel, and appear in multiple locations throughout. Temp sensor functions and fan control outputs are built into the chip. So, thermal management is a really big deal. It's a very sophisticated and complex chip that was released only a few months ago, though. Like the new MBP it's a very new puppy; consequently there isn't a long history of user experience. Sorta like the new MBP.....
Now, if Apple wasn't so darned secretive about their new product introductions, maybe they would have conducted a more vigorous public beta (soliciting some user reactions) BEFORE they released the final MBP configuration. Generating drama is good for sales, but it can make for insularity.