  I concisely review the results of recent work done in collaboration with N.
Beisert, H. Samtleben, and J. F. Morales, that shed some light on ``La Grande
Bouffe'', the Pantagruelic Higgs mechanism whereby higher spin gauge fields in
the AdS bulk eat lower spin Goldstone fields and become massive, and on its
holographic implications such as the emergence of anomalous dimensions in the
boundary N=4 SYM theory.
