Why does God have to burn us in hell for eternity when human life is so short?

I am posing this question after hearing the Christian argument that God did not create evil, and that evil is just the "absence of God." And that humans are given "free will" otherwise we'd all be like robots created to serve God without a choice. Doesn't sound like a choice to me. Sounds like an ultimatum. God basically says "serve me or else I will banish you to fire and brimstone for ETERNITY!" In most cases humans live less than 100 years. Even if we were given a life sentence for every tiny sin we committed in our lifetime-that still would not constitute a googleplex to the googleplex power of "years" and beyond to infinity in Hell. If god is fair and just how could he do this to people who didn't agree to these terms before they were born? Why not just make us cease to exist and go about his business? Why beat a dead horse zillions of years later? Please help me understand this mess as I just can't understand how God can be "all love" when he is the one that created hell. Even if you argue he didn't create evil- he still created hell which he didn't have to do. sounds like God is breaking some of the 7 deadly sins himself: especially WRATH and PRIDE.