On hell

Usually the image of hell is where everything burns and evil entities are torturing people and ripping them to shreds, well, when society and civilization falls: cities will be burning and there's no one locking up serial killers, murderers, sadists, cannibals, pyromaniacs, rapists (not fantasy kind, but the ones that use wooden stakes, chainsaws to do so), etc.

Hell isn't a place somewhere where you end up after life. Hell's presence is depended on your choices. Sure, it seems it's somewhere else, just an image, a story in your mind to be afraid of, something to avoid when you live a virtuous life.

Being selfish and giving into its temptations, offerings, promises of eternal pleasure is to open the metaphorical gates of hell: you invite it in exchange for petty pleasures and short term gains i.e. you are making the world a worse place to be in by your actions. By being evil, you make the world evil.

Hell is just a possible state of the world that you want to avoid, and you can only control your own actions. By doing something you are making it acceptable behavior: so if you think being unjust and cruel is ok, then don't surprised if someone else is unjust and cruel to you.
Do to others as you would have them do to you.

PS. I think the Warhammer universe sums up all the temptations, promises and fears in the four Chaos Gods pretty well.:

• Khorne: the Chaos God of bloodlust, war, death, blood, honour in battle. ...
• Tzeentch: the Chaos God of change, fate, mutation, hope, and knowledge. ...
• Nurgle: the Chaos God of plague, despair, disease and death. ...
• Slaanesh: the Chaos God of lust, pleasure, desire, and excess.

Following or making decisions blindly dictated by those values is the way to 'serve those gods' or to put it bluntly: to fuck things up. (e.g. People these days seems to opt for the Slaanesh)