Absence of new-physics signals casts some doubts on the relevance of our concept of naturalness. Models with large fine tunings that disregard the naturalness principle in part or even completely can represent a valid alternative to models where naturalness is restored not so far from the weak scale. In this seminar I present a non-susy SO(10) realization in which unification of the couplings, a Yukawa sector compatible with the low energy data, a successful leptogenesis and the axion as a dark matter candidate all find a natural place.