Eric, do you have a free-standing unit or an insert? I suspect a good deal of the noise comes from the fans themselves. They're not very well shrouded. There's absolutely no question when it's running - wife and I have to talk with elevated voices. Kind of a relief when it shuts down and is silent.
Also, do you typically run yours in manual or automatic mode?
Perhaps there's something wrong with mine?
One other observation - I set it on Manual High today just to see how loud it really is. It's actually somewhat quieter than the mid-level settings. Or at least the noise is a steady 'whoosh' rather than the constant hunting. And the heat output between MH and H is substantial. When it's on L it's very quiet...but obviously not a lot of heat either.
Believe me, I want this thing to work. I spent a lot of money on it, and am a big pellet supporter. I burn cordwood too - Quad Bodega Bay insert. I like cordwood, but waking up to a warm house was the goal.
Mine is a free stander. I really love it and have sold a few of them. No one has complained about the noise.
Eric