If Jack loves Jill but Jill wants nothing to do with Jack, Jack cannot force Jill to love him. And if Jack means what he says, then he will love her enough to leave her alone because that is what she has decided.
Those who go to hell are not put there against their will -- they have made a decision not to accept God. And God loves them enough to not force them into His presence since that is what they don't want.
Unconditional love.
You said it best LS. I would only say that God keeps giving us opportunity to understand our wrong choices and turn around. To Lucas I would say reread the Prodigal Son.