We review the experimental evidence, recently reinforced by LHCb, of Lepton Universality Violation in rare B-meson decays. On the theory side, in view of a combined $4\sigma$ tension with the Standard Model prediction, the pursuit of a New Physics explanation is in full steam. After a brief overview of the possibilities explored in the literature, we discuss a type of $U(1)$ local horizontal (i.e. flavour) symmetry in our personal quest for beauty behind the madness.
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