Mine is definitely quieter when loaded up for long trips. Whether its the gear actually blocking out the noise or preventing it being created by stopping everything vibrating I'm not sure.
Doing the underside of the bonnet was the most noticeable change on mine. I've got some 25mm multi-layer engine bay insulation from a marine shop on 2/3rds of it. Unfortunately ran out and didn't have enough to finish it and haven't got around to buying another sheet.
Have the same stuff over the trans tunnel, then topped off with some heavy rubber backed carpet from Bunnings. Used the same carpet under the rubber floor mats.
Made a big difference to the heat transfer too so SWMBO can actually put her feet on the floor now without getting them burnt.
A lot of the noise in mine now is wind noise from dodgy door seals. As Flagg says, when you reduce one noise then you can hear the next distinctly.
Steve

