From my experience, some people either don’t hear it or are simply not bothered by it. I had a friend try my AirPods Pro 3 and he didn’t hear the white noise, while I very very much did. It could be a combination of ear shape, sound sensitivity to the point that they don’t hear the white noise, or just certain sounds not bothering people enough for them to notice.
I got mine at Best Buy, and I have 60 days to return them. I’m gonna wait a little bit longer to see if Apple releases any firmware updates. Otherwise, I will return them and stick to my AirPods Pro 2. It’s a shame, because that AirPods Pro 3 really does have significantly better active noise cancellation.