2×? Try 5× for the Noctua NF-A12x25 compared the the Arctic P12 Pro that matches or beats it in most metrics. Which isn't to say the Noctua fan is bad, it's just a luxury product for reasons other than performance.

2x more than other premium offerings that often perform noticeably better, which I'd say are usually from BeQuiet, LianLi, and Phanteks.

But yes, sometimes up to 5x more than the comparative Arctic in common size categories where it basically trades blows for most metrics that matter. Arctic is seriously unbeatable in value:performance if you just need a basic fan without other QoL or aesthetic features.

120mm is the most competitive category, and it's the most obvious category how Noctua can't keep up with the faster iterating/innovating competition.

Disclaimer: I read HWCooling like everyone serious about the subject. These reviews aren't everything, the appalling QC that results in resonances or coil whine lottery isn't mentioned.

In general, yes, Noctua is overpriced and Arctic is an incredible value, but when you want to optimize your silence/performance ratio, it's still Noctua, BeQuiet or (sometimes) Thermalright.