Rob Bell's new book, Love Wins, has ruffled a few feathers. I haven't read it so I can only make limited comment. He has got people wound-up because he has challenged the orthodox position of issues related to the afterlife.
When I was eighteen I started to take my Christian faith more seriously. As I looked into what the Bible taught I was disturbed by the concept of hell. But I could not deny that it was there. Of course I still find it a disturbing. Who wouldn't, when we think that people we love may end up there? Yet I agree with the words of C. S. Lewis, in the 'Problem of Pain'
There is no doctrine which I would more willingly remove from Christianity than this [the doctrine of hell], if it lay in my power. But it has the full support of Scripture and, specially, of Our Lord's own words; it has always been held by Christendom; and it has the support of reason.
I came across the following in Grudem's Systematic Theology
The reason it is hard for us to think of the doctrine of hell is because God has put in our hearts a portion of his own love for people created in his image, even his love for sinners who rebel against him. As long as we are in this life, and as long as we see and think about others who need to hear the gospel and trust in Christ for salvation, it should cause us great distress and agony of spirit to think about eternal punishment. Yet we must also realise that whatever God in his wisdom has ordained and taught in Scripture is right. Therefore we must be careful that we do not hate this doctrine or rebel against it, but rather we should seek, insofar as we are able, to come to the point where we acknowledge that eternal punishment is good and right, because in God there is no unrighteousness at all.