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Beauty meson decays are important in the search for physics beyond the Standard Model (SM) of particle physics. The large amount of data gathered by the B factories and LHCb allows testing the SM with an unprecedented precision, probing scales much higher than the reach of direct searches at the LHC. In this sense, B mesons serve as a Telescope in the search for new interactions and particles. To do so, requires precise and reliable theoretical predictions. In this talk, I will discuss some of the puzzles in flavour physics, and present the challenges and new ideas to push the theoretical precision up. Specifically, I will focus on the determination of the CKM element Vcb, Vub and how to handle non-leptonic decays.