1) fermion mass-mixing hierarchy,
2) alignment (small h(125)-H mixing), and
3) (the mysterious) near-diagonal d-type extra Yukawa coupling matrix.
We give a general perspective on search strategies at the LHC, focusing on extra top Yukawa couplings, both top changing and conserving, of the exotic Higgs boson. These couplings connect with electroweak baryogenesis and the electron electric dipole moment, and there is a plethora of other flavor observables. At the LHC, we advocate the cg → ttc, ttt and btb production processes, and urge experimental search.