Some problems with theoretical foundations of bottom-up holographic modelsare briefly discussed. It is pointed out that the spectroscopic aspects ofthese models in principle do not require the AdS/CFT prescriptions and may beinterpreted as just an alternative language expressing the phenomenology of QCDsum rules in the large-Nc limit. A general recipe for incorporation of thechiral symmetry breaking scale into the soft-wall holographic models isproposed.
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