The cosmic retribution for Theon's ultimate betrayal in the books is kinda funny actually

Theon Greyjoy had once commented that Hodor did not know much, but no one could doubt that he knew his name. Old Nan had cackled like a hen when Bran told her that, and confessed that Hodor’s real name was Walder.
- AGOT, Chapter 24 (Bran)

(four books later)

“Talk to me. Tell me your name.”

My name. A scream caught in his throat. They had taught him his name, they had, they had, but it had been so long that he’d forgotten. If I say it wrong, he’ll take another finger, or worse, he’ll … he’ll … He would not think about that, he could not think about that. There were needles in his jaw, in his eyes. His head was pounding. “Please,” he squeaked, his voice thin and weak. He sounded a hundred years old. Perhaps he was. How long have I been in here? “Go,” he mumbled, through broken teeth and broken fingers, his eyes closed tight against the terrible bright light. “Please, you can have the rat, don’t hurt me …”

“Reek,” said the larger of the boys. “Your name is Reek. Remember?” He was the one with the torch. The smaller boy had the ring of iron keys.

Reek? Tears ran down his cheeks. “I remember. I do.” His mouth opened and closed. “My name is Reek. It rhymes with leek.” In the dark he did not need a name, so it was easy to forget. Reek, Reek, my name is Reek. He had not been born with that name. In another life he had been someone else, but here and now, his name was Reek. He remembered.

He remembered the boys as well. They were clad in matching lambswool doublets, silver-grey with dark blue trim. Both were squires, both were eight, and both were Walder Frey. Big Walder and Little Walder, yes.
//
Theon Greyjoy had once commented that Hodor did not know much, but no one could doubt that he knew his name. Old Nan had cackled like a hen when Bran told her that, and confessed that Hodor’s real name was Walder.

When Theon is re-introduced as 'Reek' three books later with him having been taken prisoner by Ramsay at the end of Book 2, he is now a man who cannot remember his own name, surrounded by Walders. Wanna know who Roose's new wife is whom Reek meets one chapter after his introduction?

Why of course, she is Walder Frey's daugther. Walda.