I remember when I got my Z70V- with the previous bios revision (02), the fans were more silent and took longer to kick on. With the revisions after that (think I'm on 06 right now), the fans kicked on pretty fast. I thought it was an Asus thing- I think they decided that the fans should've kicked on a lot sooner to get the heat out. I'm sure they wouldnt make these revisions to piss people off, but more for the user's benefit. So I would say that this is normal and not something broken.
A good counter to the "fan noise" is to simply undervolt/underclock the Z70 with Centrino Hardware Control (CHC). Yes, I know, we shouldn't have to install something just to so-called "fix this problem", but doing this does offer a lot more benefits: cooler temps, increase life of cpu, fans won't kick on that fast since it wouldn't be getting too hot, and best of all- will extend your battery life. I get over 4hrs now. Also a good thing- it'll work right out of the box without any configuring (so newbies welcome). Of course you can do a search on other people's settings and see how low they went. Make sure you uninstall Power4Gear first, since you won't be needing it. You can download CHC here:
http://www.pbus-167.com/chc.htm#anchor_download