  We propose a model of a confining dark sector, dark technicolor, that
communicates with the Standard Model through the Higgs portal. In this model
electroweak symmetry breaking and dark matter share a common origin, and the
electroweak scale is generated dynamically. Our motivation to suggest this
model is the absense of evidence for new physics from recent LHC data. Although
the conclusion is far from certain at this point, this lack of evidence may
suggest that no mechanism exists at the electroweak scale to stabilise the
Higgs mass against radiative corrections from UV physics. The usual reaction to
this puzzling situation is to conclude that the stabilising new physics is
either hidden from us by accident, or that it appears at energies that are
currently inaccessible, such that nature is indeed fine-tuned. In order to
re-examine the arguments that have lead to this dichotomy, we review the
concept of naturalness in effective field theories, discussing in particular
the role of quadratic divergences in relation to different energy scales. This
leads us to suggest classical scale invariance as a guidline for model
building, implying that explicit mass scales are absent in the underlying
theory.
