Motivations for the Soft Wall holographic approach to strong interactions

The hypothesis of gauge/gravity correspondence (or holographic duality) from string theory has led to unexpected and challenging ways for description of strongly coupled systems. Such descriptions are given in terms of weakly-coupled higher-dimensional gravitational theories. The holographic ideas have penetrated many branches of theoretical physics. We discuss motivations for the so-called Soft Wall holographic approach to non-perturbative strong interactions and its advantages.