The utility of Naturalness, and how its application to Quantum Electrodynamics envisages the Standard Model and Higgs boson

•Naturalness requires all big hierarchies explained by O(1)O(1) numbers.•The low mass scale of protons and neutrons is Natural.•Naturalness applied to QED leads to correct inferences.•The Higgs boson mass does not conform to Naturalness.•Future LHC data will test the limits of the Naturalness criterion.

With the Higgs boson discovery and no new physics found at the LHC, confidence in Naturalness as a guiding principle for particle physics is under increased pressure. We wait to see if it proves its mettle in the LHC upgrades ahead, and beyond. In the meantime, I present a justification a posteriori of the Naturalness criterion by suggesting that uncompromising application of the principle to Quantum Electrodynamics leads toward the Standard Model and Higgs boson without additional experimental input. Potential lessons for today and future theory building are commented upon.