No one rejects a true loving god. The only problem in those who seem to do is that they dont know or believe in a true loving god... mere technicality if you ask me.
If you don't know and completely ignorant than its a mere technicality, but when you don't believe, that's something from your heart, and isn't a technicality anymore.
Once God properly manifests himself in the hearts of men they will recognize him. So what the purpose of life might be then?
To worship and share the glory and goodness of God.
God created us, for personal relationship with him. Without God full manifestation, we try to replace the gap in our heart, with knowledge and many other things for our satisfaction. That gap can only be filled by serving the purpose that God intended from the beginning. Only then can men be satisfied.
In hell, there will be complete void in your heart for God. The longing for God will burn you for eternity.