  Following up on our earlier work where we showed how to amend a scheme
originally proposed by M. Gell-Mann to identify the 48 spin 1/2 fermions of N=8
supergravity that remain after complete breaking of N=8 supersymmetry with the
3x16 quarks and leptons of the Standard Model, we further generalize the
construction to account for the full SU(3)_c x SU(2)_w x U(1)_Y assignments,
with an additional family symmetry SU(3)_f. Our proposal relies in an essential
way on embedding the SU(8) R-symmetry of N=8 supergravity into the
(infinite-dimensional) `maximal compact' subgroup K(E10) of the conjectured
maximal duality symmetry E10. As a by-product, it predicts fractionally charged
and possibly strongly interacting massive gravitinos. It also indicates how E10
and K(E10) can supersede supersymmetry as a guiding principle for unification.
