The Higgs naturalness principle served as the basis for the so far failed prediction that signatures of physics beyond the Standard Model (SM) would be discovered at the LHC. One influential formulation of the principle, which prohibits fine tuning of bare Standard Model (SM) parameters, rests on the assumption that a particular set of values for these parameters constitute the ``fundamental parameters" of the theory, and serve to mathematically define the theory. On the other hand, an old argument by Wetterich suggests that fine tuning of bare parameters merely reflects an arbitrary, inconvenient choice of expansion parameters and that the exact choice of parameters in an EFT is therefore a matter of convention. We argue that these two int...