I got the store to cancel my purchase and got it somewhere else. I got the 2012-edition this time, old style lens cap, which I love. And the mechanics feel MUCH better! No Noise, no squeaky AF and if anything this is even sharper at all focals.
I got an explanation from the rep guy as to what causes the noise (please note I'm simply quoting him as I have no idea about this myself)
He said there's a brass or copper band around the inner barrel that has a brush mounted to it that reports focal length to the camera. And he had taken in 5 (!!) 24-70 2013 editions with the same exact problem. And he said that brush is simply mounted to hard so that it grinds, it's nothing faulty, and it would loosen up and become normal. He understand fully that I didn't want to wait to "break it in" so I simply got my money back.