reward punishment - "Hit him with a hammer until he pays attention!" Literally?

Abaye makes a rather harsh judgment on someone who is unattentive in prayer (Ber. 34a): Hit him with a hammer until he pays attention!

Is this meant to be taken as Halachah? Or is it just meant to dismiss R' Papa's suggestion that it may be alright to repeat words if you weren't paying attention at first?

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This question is part of the Daf Yomi Challenge.