  The "periodic table" of strongly coupled gauge theories remains only
sketchily understood. Holography has developed to the point where bottom up
constructions can describe the spectrum of individual gauge theories (based on
assumptions of their running) including quarks in different representations and
higher dimension operators. I highlight the method with a "perfected" version
of an AdS dual of QCD and results for composite higgs models with two
representations of quarks. The method raises questions about the degree to
which energy scales can be split in generic gauge theories including whether
confinement and chiral symmetry breaking are linked.
