They're still really good fans, but a lot of this is just marketing.
At max power the Noctua NF-A12x25 has 56 CFM and 2.3 mmAq for 31dBA [1]. At 70% the Artic A12 Pro is 56 CFM, 4.3 mmAq, and 31dBA [2]. At 60% the Asus ProArt PF120 is 61 CFM, 2.6 mmAq, and 30 dBA [3].
Note that the ProArt is a bit thicker (25 vs 30 mm) and all these dBA numbers are almost certainly unobstructed airflow. The Noctua is certainly good, but it's literally over 5× the price of the Artic.
[1]: https://www.cybenetics.com/evaluations/fans/4/
I ended up buying Pure Wings as mentioned. Also much cheaper than Noctua and seemingly not having those issues.
It’s kind of refreshing to see really.
I still have computers from 2017, with Kaby Lake CPUs, which have been used as servers and in which the Noctua fans work as well as in the first day. Prior to that I had some computers with Noctua fans that had been used for more than a decade without fan problems, and which were upgraded or replaced for reasons unrelated to fans.
Thus the good experience that I had with the reliability of Noctua fans, coupled with some bad experiences with cheaper fans, which had to be replaced prematurely, make me reluctant to experiment now with other brands, which might have the same performance when new, but I could learn about their reliability only after a few years.