Are the seemingly random masses and mixings of the fundamental particles “just-so” numbers or may they have a dynamical origin? I will overview the status of the flavour puzzle, with special emphasis on the light that the neutrino sector is shedding on it. I will then discuss recent developments that could suggest a change of paradigm in our understanding of the masses of the visible matter, in a quite model-independent way, as well as the expected phenomenological and experimental consequences.
