The gods of Greek mythology could be brutal when angered. Of all the punishments given by the gods, the one given to Sisyphus stands out above the rest. Sisyphus was a king and a trickster. He was so clever that he actually cheated death – twice! As punishment for his hubris, he was forced to push an enormous boulder up a mountain for eternity. Again and again, he would struggle under the weight of the rock only to watch it roll back down. The punishment was a recipe for meaningless frustration. According to behavioral economist Dan Ariely’s research, the Greek gods must have known something about the human psyche.