I think someone who claims they will cheerfully burn for eternity rather than submit to God if he turned out to be real should see how long they can hold their hand in a fire to prove a point. I know what burning feels like. I have reason to know that I do not care much for even simulated torture (I was in the military for a bit, in a position for which they thought I should be prepared to deal with it). Hell is not Mister Agenda's natural habitat. He would not do well there.
I believe you could measure the time it would take just about anyone to start wishing they had shown less integrity in seconds should they find themselves in a fiery hell.
Christianity created the worst fate they could imagine for disbelievers. If it was real, there's nothing you wouldn't do to escape it, and they didn't write in an escape clause.
The best thing about hell is that it isn't real. Given the hypothetical that it is real, I don't want to go there if all it takes is holy ass-kissing to avoid it. I believe I could go to hell voluntarily to save someone else, I just know that I would regret having done so after a relatively short time of shrieking in agony from the torture.
It's easy to talk big about something you don't believe in. I used to believe in hell, gave it some thought, it doesn't impress me when someone expresses how happy they would be to go there rather than make nice with the Big Guy. People drown their rescuers, they'd trade places with their mothers in heaven if they were in enough pain long enough and it was an option.
Frankly, the moral hideousness of this kind of hell has gotten a lot of Christians to start downplaying it as 'separation from God' or somesuch. It's evil, it's designed to make you afraid, but it's so bad that hardly anyone really thinks about it, even believers. You just can't dwell on it too much without going bonkers, I think. It winds up being so bad it's ineffective at getting even Christians to behave according to their own standards.