“…In the following, we assume Yukawa couplings to be order one, y f = O (1), and try to understand the fermion mass patterns through a theory with multiple Higgs doublets. The most extreme approach along this line would be the "private Higgs" scenario, in which among other things, for each fermion a Higgs doublet is introduced [2,3], see also [4][5][6]. The mass hierarchies are explained by hierarchies of vacuum expectation values of the individual Higgs doublets: m f v f , where v f is the vacuum expectation value of the Higgs that is responsible for the fermion f = u, d, c, s, t, b, e, µ, τ .…”