  It is shown that almost all features of the quark and lepton masses can be
satisfactorily and simply explained without family symmetry, including the
threefold mass hierarchy among the generations, and the relations $m_{\tau}^0 =
m_b^0$, $m_{\mu}^0 = 3 m_s^0$, $m_e^0 = \frac{1}{3} m_d^0$, $m_u^0/m_t^0 <<
m_d^0/m_b^0$, $\tan \theta_c = \sqrt{m_d^0/m_s^0}$, $V_{cb} <<
\sqrt{m_s^0/m_b^0}$, and $V_{ub} \sim V_{cb}V_{us}$. Various aspects of the
group theory of $SO(10)$ play an essential role in explaining these relations.
The form of the mass matrices, rather than being imposed arbitrarily, emerges
naturally from a simple structure at the unification scale. This structure
involves only vector, spinor and adjoint representations. There are distinctive
and testable predictions for $\tan \beta$ and the neutrino mixing angles.
