I live in Michigan and installed a sta-rite 400 nickel-cupro heater earlier this year. It is nowhere near as loud as the one in the video. It is noisier than the 400,000 BTU maxi-therm that I used to have, but it is no louder than than my circulation pump and certainly quieter than my spa air injector. Some additional information, I did have a problem with restricted water flow due to too many bends in the PVC pipe which led to noise in the inlet pipe when the heater fired up. I called a service technician and he simply removed the thermostat from the unit and the noise disappeared. I was concerned about voiding my warrantee and he stated very clearly running the heater without the thermostat installed in the unit was fine. I have used the heater extensively this spring, remember I live in Michigan, and am very pleased with the performance. My water temperature rise across the heater is 8 degrees as opposed to 4 degrees with my old one. Hope this was useful.