if hell is just, there's no problem with being condemned.
to some extent this is just an expansion of the "god can't be all just and all merciful" line of thinking you might already be familiar with, either way:
i don't understand, if your god is just, this means hell is just. if so then converting people isn't really that big of a deal, either way things will work themselves out.
this gets even more problematic when i hear that "everyone deserves hell" ala romans 3:23. what gives?
so, conceding that hell (whatever it is) is truly just (though i might not see it yet but i will eventually). this puts both hell and heaven as cosmically equal, honestly it makes heaven cosmically worse, since most people in heaven don't actually deserve being there (only god and his angels do).
what is actually wrong with a person who's nice and well meaning going to hell instead of being covered by jesus' blood in judgement day? what are you so upset about? they're getting a proper fate either way.
i want to serve justice, if i truly have done something wrong in life, i'd rather understand what i've done wrong, change my mind, and then be accountable for my sins. jesus cannot give me that, in fact, he's going to deprive me of it.
the only case i see for heaven is from the perspective of naked self interest. you just don't want to be punished for your sins because it will hurt so you'd rather get jesus' deal instead.