What Will You Get?

I just watched the video for Nine Inch Nails' "Head Like a Hole" and began to ponder this line:

"You're going to get what you deserve."

Now, obviously, I don't think Trent Reznor meant it to be the "Don't Worry, Be Happy" catchphrase of 1989, but the phrase itself has neither positive nor negative connotations. Rather, when left without context or inflection it really has no meaning other than what is given to it by the one to whom it is directed.

Basically, if you were to see the sentence "You're going to get what you deserve" on a billboard while walking down the street, how would you take it? Would you think someone was saying "Hey, keep doing what you're doing. It'll pay off!" or would you see it as something more sinister?