Holograms and Standard Models

Despite riddles, mysteries, and enigmas the theory of elementary particles has not changed for 50 years. We argue that the current paradigm – Wilsonian quantum field theory – is inadequate for resolving the puzzles, and should be replaced by a new paradigm based on the Holographic Principle. We show how a simplified but still very rich standard model emerges from de Sitter holography in the flat-space limit and explain why the puzzle of huge quantum corrections to the cosmological constant simply does not occur in the holographic paradigm.