“…In order to reproduce the expected value of the EW VEV, v ≡ 245 GeV fixed through the W gauge boson mass, it is then necessary to invoke a large value of the Higgs quartic coupling λ, describing in this way a strongly interacting scenario with a non-linearly realised EWSB mechanism. This is an intriguing possibility, especially considering the recent interest in non-SM descriptions of the Higgs sector, such as composite Higgs models [87][88][89][90][91][92][93][94][95], dilaton models [96][97][98][99][100][101][102][103], or general effective Lagrangians [104][105][106][107][108][109][110][111][112][113][114][115][116][117][118][119][120][121]. In this letter, however, the traditional EWSB mechanism will be considered, and this requires to invoke a fine tuning: either there is cancellation between µ 2 and λ HΦ v 2 Φ , or λ HΦ is artificially small.…”