Today I took my nearly new B7 alltrack home from the dealer.

My first impression, missed in the test drive, was that there is a gentle background howling sound coming from the wheels on smooth tarmac - I can concentrate on it when the speeds are lower without wind or engine noise to interfere.

The tires are continental contact sport 3s with 3000 kms

I'm getting out of a 3 year old octavia which is known for not having good road noise insulation in the first place, so I'm a bit surprised to notice this high frequency sound in a back to back drive one vs the other. I'd have put money on the Passat being a quieter drive than the Octavia but apparently I was wrong, at least on quiet smooth roads this noise is going to bug the hell out of me.

The tires couldn't be scalloped already, is that even possible?
I don't think the contact sport 3 is known to have road noise either.

What to do?