I have had my BTO 2.8 GHz, 320 Gb @ 7200 rpm MBP for 5 days now. First 3 days I had it, absolutely dead silent, not even a whisper. Yesterday, I first noticed a rather loud whirring that seems like its comming from the 123 keys in the top left corner. It is definately the sound of a fan, and it was not there before, and it is very distracting. Since I first noticed it last night, it has not stopped. I'm at work right now, but brought it in so I could have it here when I call apple. Just fired it up and it is again there and meanwhile my HP work laptop is absolutely silent, very sickening feeling...lol. Anyways, i'm going to call apple right now and I'll report back soon. Edit: After an SMC reset did not fix the problem, they are sending me a new machine as soon as they get mine back. I asked the CSR if he had seen/heard anyone else with this issue and he said that yes he heard something about a malfunctioning heat sensor which triggers the fan too quickly on some of the new MBP's. So if you are having the same issue, return it! FYI there was also a small scratch on the bezel underneath the glass just to the left of the isight camera. It wasn't that big and I was willing to live with it, but i'm glad that'll be taken care of too.