What are your go-to requirements regarding the AIO coolers. Like shown on this video, some coolers can be very noisy regardless of cooling peformance. I'm also wondering, whether the more expensive coolers are any better in terms of pump noise. Cooling seems to be quite close between the coolers as long as they are not broken.

Recently the major new features have been around OLED displays at the block which to me just proves that there probably isn't much to improve regarding the cooling peformance. I just wish the pumps were more silent in general. Any thoughts?