In my view ISO noise is not a problem with most "shooters" simply because most aren't taking photos in low light. And yes, I understand that some professional photographers spend time shooting sports events in difficult lighting. In this case, ISO noise may be a factor. But how did professional photographers survive with the first DSLR cameras produced? Even the Canon 10D and 20D were considered great cameras relating to ISO noise back then, and the countless moon and other shots attest to that. Keep in mind that for moon shots you can use the lowest ISO speed of your camera. In fact ISO 100 is plenty. Moon shots can be taken much like taking a shot at the beach during the day. Also, photos that have been processed and sized to post on the Internet won't show all the digital noise the original photo has.
Moving subjects in low light is a problem, but still subjects (landscapes, waterscapes, structures, etc.) all can be photographed with just about any digital SLR camera at extremely low shooter speeds and yielding very low ISO noise.
The cameras of today that are designed to tame the most ISO noise are produced to fill the needs of a specialized field of photography, and cost a lot more than other cameras. A lot of cameras from both Canon and Nikon do an excellent job controlling ISO noise, not just the top of the line ones.