The recent successes of the SM do not weaken the arguments in favor of New Physics residing at the TeV scale. Finding and identifying it represents the prime challenge for a generation of high energy physicists. To differentiate between different scenarios of New Physics we need to analyze their impact on flavor dynamics. A continuing comprehensive program of heavy flavor studies instrumentalizing the high sensitivity of CP analyses is intrinsically connected to LHC's core mission. In B decays we can typically expect no more than moderate deviations from SM predictions. B_s transitions provide an autonomous access to New Physics not prejudiced by \Delta M(B_s)|_exp\simeq \Delta M(B_s)|_SM. Dedicated studies of charm and \tau decays offer unique opportunities to observe New Physics. One challenge is whether LHCb will be able to exploit LHC's huge charm production rate to probe for CP asymmetries. Likewise, to which degree ATLAS/CMS can contribute to B physics and to searches for \tau \to 3l. Yet to saturate the discovery potential for New Physics in beauty, charm and \tau decays we will need a comprehensive high quality data base that only a Super-Flavor Factory can provide.

PACS numbers: 14.20.--c, 14.40.--n, 14.60.Fg, 12.60.--i