Five or ten years ago, did people start saying, "I don't go to Yankees games any more–the stadium isn't noisy enough, and there aren't enough ads on the big screen TV?"
The new arena in Newark is purpose-designed to pump as much distortion-free sound into the seats as possible—and they're not afraid to use it at any opportunity.
Noise/music/distraction is as much a marketing choice as your logo or the coupons you use. When the harried clerk at the Delta counter starts yelling into the PA system, that's marketing as well.
The calculation (if it gets made at all) is a complex one. How will this investment in speakers and amps translate into increased attendance? (or sausage sales?)
When you turn the stadium into a real-life video game, when the audience can't hear the players or the skates on the ice, you will no doubt attract an audience—but they will be the drive-by masses, not the lifetime fans. The choice to delight the masses at the expense of the diehards seems easy in the short run, but it's ultimately crippling to the future of the brand.
There's no doubt that louder concerts make rock concert goers believe that the performance was better. But beyond that, have they done the math? [And yes, this series of questions probably applies to your project too, noise or no noise].