  The phenomenological implications of allowing the Higgs to propagate in both
AdS${}_5$ and a class of asymptotically AdS spaces are considered. Without
tuning, the vacuum expectation value (VEV) of the Higgs is peaked towards the
IR tip of the space and hence such a scenario still offers a potential
resolution to the gauge-hierarchy problem. When the exponent of the Higgs VEV
is approximately two and one assumes order one Yukawa couplings, then the
fermion Dirac mass term is found to range from $\sim 10^{-5}$ eV to $\sim 200$
GeV in approximate agreement with the observed fermion masses. However, this
result is sensitive to the exponent of the Higgs VEV, which is a free
parameter. This paper offers a number of phenomenological and theoretical
motivations for considering an exponent of two to be the optimal value. In
particular, the exponent is bounded from below by the Breitenlohner-Freedman
bound and the requirement that the dual theory resolves the gauge hierarchy
problem. While, in the model considered, if the exponent is too large,
electroweak symmetry may not be broken. In addition, the holographic method is
used to demonstrate, in generality, that the flatter the Higgs VEV, the smaller
the contribution to the electroweak $T$ parameter. In addition, the constraints
from a large class of gauge mediated and scalar mediated flavour changing
neutral currents, will be at minimal values for flatter Higgs VEVs. Some
initial steps are taken to investigate the physical scalar degrees of freedom
that arise from a mixing between the $W_5/Z_5$ components and the Higgs
components.
