In the book, Bell criticizes the belief that a select number of Christians will spend eternity in the bliss of heaven while everyone else is tormented forever in hell.

"This is misguided and toxic and ultimately subverts the contagious spread of Jesus' message of love, peace, forgiveness and joy that our world desperately needs to hear," he writes in the book.

For many traditional Christians, though, Bell's new book sounds a lot like the old theological position of universalism — a heresy for many churches, teaching that everyone, regardless of religious belief, will ultimately be saved by God. And that, they argue, dangerously misleads people about the reality of the Christian faith.

"I just felt like on every page he's trying to say 'It's OK,'" said Southern Baptist Seminary President Albert Mohler at a forum last week on Bell's book held at the Louisville institution. "And there's a sense in which we desperately want to say that. But the question becomes, on what basis can we say that?"

Bell argues that hell has assumed an outsize importance in Christian teaching, considering the word itself only appears in the New Testament about 12 times, by his count.

"For a 1st-century Jewish rabbi, where you go when you die wasn't the most pressing question," Bell told The Associated Press. "The question was how can you enter into the shalom and peace of God right now, this day."

Bell denies he's a universalist, and his exact beliefs on what happens to people after death are hard to pin down, but he argues that such speculation distracts people from an urgent point. In his telling, hell is something freely chosen that already exists on earth, in everything from war to abusive relationships.

The near-relish with which some Christians stress the torments of hell, Bell argues, keep many believers needlessly afraid of a loving God, and repel potential Christians who might otherwise be curious about the faith's teachings.

"The heart of the Christian story is that God is love," he said. "But when you hear the word 'Christian,' you don't necessarily think 'Oh, sure, those are the people who don't stop talking about God's love.' Some other things would come to mind."

About the only thing everyone agrees on is that this is not a new debate in Christianity. It stretches to antiquity, when Christianity was a persecuted sect in the Roman Empire, and the third century theologian Origen developed a theory that contemporary critics charged would mean that everyone, even the devil himself, would ultimately be saved. Church leaders eventually condemned ideas they attributed to Origen, but he has had a lasting influence across the Roman Catholic, Orthodox and Protestant traditions.

Those traditions often disagree, even internally, on what awaits souls after death. The Catholic Church, which has a formal process for identifying souls in heaven through canonization, pointedly refrains from saying that anyone is without a doubt in hell. Protestants reject the concept of purgatory, in which sins can be atoned for after death, but disagree on other questions. The lack of consensus is enabled partly by ambiguities in the Bible.

Evangelical opposition to Bell is exemplified in a succinct tweet from prominent evangelical pastor John Piper: "Farewell, Rob Bell."

Page Brooks, a professor at the New Orleans Baptist Theological Seminary, thinks Bell errs in a conception of a loving God that leaves out the divine attributes of justice and holiness.

"It's love, but it's a just love," Brooks said. "God is love, but you have to understand you're a sinner and the only way to get around that is through Christ's sacrifice on the cross."

Making his new belief public is both liberating and a little frightening for Holtz, even though his doubts about traditional doctrines on damnation began long before he heard about Rob Bell's book.

A married Navy veteran with five children, Holtz spent years trying to reconcile his belief that Jesus Christ's death on the cross redeemed the entire world with the idea that millions of people — including millions who had never even heard of Jesus — were suffering forever in hell.

"We do these somersaults to justify the monster god we believe in," he said. "But confronting my own sinfulness, that's when things started to topple for me. Am I really going to be saved just because I believe something, when all these good people in the world aren't?"

Gray Southern, United Methodist district superintendent for the part of North Carolina that includes Henderson, declined to discuss Holtz's departure in detail, but said there was more to it than the online post about Rob Bell's book.

"That's between the church and him," Southern said.

Church members had also been unhappy with Internet posts about subjects like gay marriage and the mix of religion and patriotism, Holtz said, and the hell post was probably the last straw. Holtz and his family plan to move back to Tennessee, where he'll start a job and maybe plant a church.

"So long as we believe there's a dividing point in eternity, we're going to think in terms of us and them," he said. "But when you believe God has saved everyone, the point is, you're saved. Live like it."