"For what shall it profit a man, if he shall gain the whole world, and lose his own soul?" asks the gospel of Mark. Verily, I know not. But in contemplating the sale of his soul for gain, saith this study, such a man doth activate his temporoparietal junction, and also, lo, his ventrolateral prefrontal cortex stirreth, and great is the blood flow therein. And this is of interest because those regions are not very active when people negotiate over a price or do some other calculation of what economists call "utility."