One of the least “merciful” things we can do to others, friends and family or others too, is to lie about the existence of hell. Jesus spoke more about hell than heaven in the written Word of God. If all our Lord did was to speak an obscure parable or two on the topic, it would not be such a major theme throughout the entire New Testament from the Gospels through to Revelation.
Conversely, if Jesus Christ believed in it and taught its eternal threat both to the multitudes and privately to the Twelve, then Rob Bell and other “nice guys” are deeply in heresy when they try to undermine this teaching. It is so clearly verified over and over within both Sacred Scripture and the consistent Tradition of the Church from the beginning until now. God does indeed “win,” as Bell loves to say, but we only win with Him by taking up His cross and following His path. There is not a third option.