If you know anything at all about the Bible, you know it speaks of Hell. We don’t make the rules - God does.
I know that, and you know that. But there are a lot of Christians who haven't gotten immersed in the scriptures and simply have rejected the idea that a loving God is going to condemn people to eternal judgement. I had a Catholic roommate in college that believed that. That's not Catholic tradition or doctrine, but that was his belief.
They just haven't come to grips that God is a God of Justice as well as Love and that He will in fact condemn people.
You see it also in the people who think the God of the Old Testament was harsh and the God of the new Testament is loving. They apparently haven't looked at some of the harsh words in the New Testament or some of the loving words of the Old.