An overview of various physics possibilities in the Higgs to four leptons `golden channel' decay will be presented and discussed. First we analyze effective Higgs couplings to neutral electroweak gauge bosons. In particular, the prospects for measuring the CP properties of the Higgs couplings to ZZ, Z photon, and photon photon pairs at the LHC will be discussed. We then discuss the possibility of probing exotic Higgs decays as well underlying loop effects which can affect Higgs to four lepton decays. Finally we also comment on possibilities in the closely related Higgs decay to two leptons plus photon.