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Masses by gauge flavor dynamics

We gauge the experimentally observed flavor (family) index of chiral lepton and quark fields and argue that the resulting non-vectorial SU(3)_F dynamics completely self-breaks. This breakdown generates fermion masses, which in turn trigger electroweak symmetry breaking (EWSB). Suggested asymptotically free dynamics with an assumed non-perturbative infrared fixed point has just one free parameter and is therefore either right or plainly wrong. Weak point of field theories strongly coupled in the infrared, unfortunately, is that there is no reliable way of computing their spectrum. Because of its rigidity the model provides, however, rather firm theoretically safe experimental predictions without knowing the spectrum: First, anomaly freedom fixes the neutrino sector which contains almost sterile neutrino states. Second, global symmetries of the model, spontaneously broken by fermion masses imply the existence of a fixed pattern of (pseudo-)axions and (pseudo-)majorons. It is gratifying that the predicted both sterile neutrinos and the pseudo-Nambu--Goldstone bosons are the viable candidates for dark matter.