If you have an early 2013 retina MBP with the sandisk “APPLE SSD SD512E Media” SSD (apple -> about this mac -> more info -> system report -> storage -> Media Name) you are affected by the “whooshing cough”: download and play the following song in iTunes:
The fans should start whirring as if there’s no tomorrow with no discernable change in temperature (which you can check using iStat or Temperature Monitor).
Youtube video showing effect:
As reported here (https://discussions.apple.com/message/21422172#21422172), many people are affected.
Based on the nature of the effect, it seems like there’s an SMC issue and an update is needed. But that won’t come until many people step forward and point out to apple that this is a real flaw in the model.
EDIT we have a case number: R86219445. If you are reporting the issue, cite the number and hopefully we can reach a critical mass