That’s the question BBDO Adelaide and Fantastic Delites asked Australians with a new outdoor/digital campaign starring a giant, sentient vending machine. As it turns out, people will press a button up to 5,000 times to get a free rice cake-looking snack thing.

Not only that, but the evil Fantastic Delites machine got some individuals to break one of the Ten Commandments by bowing down and worshiping it. It all looks pretty embarrassing, except for the guy who impresses the crowd with a pretty badass push-up session. Judging by the ominous message at the end of the video, it’s likely that even this level of humiliation may not be enough to appease the machine. At least, that’s the only explanation I can think of for why there’s a impending sequel coming for a case study that’s almost four-minutes long.

Test your own button-pushing mettle on Fantastic Delites website here.