This is a movement we are seeing take shape now. It involves recent work by Shaposhnikov and Wetterich, by Meissner and Nicolai, by Steven Weinberg, by Roberto Percacci, and by others. The clearest statement so far was by Hermann Nicolai in his talk at the Wroclaw July 2009 Planck Scale conference. H.N. repeatedly used terms like "economy", "minimalistic", "Occam", "austerity", "spartan". He contrasted his type of approach to string phenomenology, which he called "increasingly Baroque", and to nonminimal extensions of the standard model ("NMSSM") which he said "pay a heavy price in terms of economy". He described the direction of his approach as "the opposite of F-theory". The aim which H.N. laid out and recalled repeatedly was to delay breakdown of the standard model past the Planck limit (about 1015 TeV), with few if any additional moving parts to the theory, and to make testable predictions. The "big desert" hypothesis could be true, namely that there is no new physics needed between the weak scale and the Planck scale. In that case this kind of theory could apply. I have to go, back later.