There is good and evil in this world. Maybe it's not all black and white, but it exists, in greys. There is a god. And God exists somewhere in our minds, or our souls. Maybe heaven exists there too. We're advocates of good, so we believe that we will go to heaven for our good deeds. And others, with their bad deeds, will go to hell.
These bad people, who do bad things to us, they must be hell-bound.
People who have a problem with absolutes---well, the smart ones, not just the posers---have a problem with the idea of heaven and hell. Everyone has reasons to do what they do. So how can what they do be wrong? In most cases, they do it with the intent of saving themselves, not necessarily with malicious intent. So why would they go to hell? Well, in all likelihood, they wouldn't. They'd beg forgiveness, spend some in-between time in purgatory and then go to heaven eventually.
But what about those who are truly evil? The ones who perform heinous acts against innocent poeple. Rapists, child molestors, serial killers. What about Hitler? If he was truly evil, he must have gone to hell, right? Unless free will doesn't exist. Because if what he did was pre-ordained by God, then why would God punish him?
He wouldn't.
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Alternatively, there is no good and evil in this world. Everything that happens, happens. People are bad sometimes, but they're essentially good. There are exceptions, of course, and they're usually mentally configured to do these things. They will not be punished by God, because God does not exist. If God does not exist, no one has any say about their actions. They are free to do as they wish. And they do. They kill, they rape, they molest, well, they hurt. We can't stop them before they do, just after.