I always saw behind the curtain of the "You're Going To Hell" threat. Hell doesn't exist except in the primitive minds of those would would use it as a weapon to get stupid people to follow them. It's always been a political tool. Besides, any god who would allow such a place needs to be rebelled against anyway. So I have to admire the young folks who extend their middle finger to those who would use the threat of hell to control them by taking the Blasphemy Challenge.
(Hat tip to Afarensis).