cause once you realize you cant beat them, you will join them.
havnt you seen the robin williams classic 'What dreams may come'?
if you try and pry a loved-one out of hell, you will be sucked into their world. unless of course you are true soulmates, in which case you will be just as happy suffering together, or in heaven together, so it wont matter, and by definition of heaven, both will be heaven, thus you will go to heaven