I often see christians claim that their god wants voluntary love and worship. They correctly assert that forced love is not real. But then, why the threat of hell. If you worship this being because of a threat of eternal torment if you don't, it is forced worship and so, not real. In an apparent attempt to get around this difficulty, christians will point out that human societies have and enforce laws. This, of course, destroys the initial claim. In order to keep society running smoothly, I desire that people not steal. It makes little difference to me whether they refrain from theft because theft is wrong or because they want to stay out of prison. The important thing is that they refrain from theft.
There is something intrinsicly not right about the christian concept of god. If he simply has this great desire that we fawn all over him, he should just show up -- and in a manner that is unmistakeable. That shouldn't be too hard for a supposedly omnipotent being, should it? The claim that he "showed up as Jesus" does not fit the criterion. Jesus (even assuming the stories are true) looked very much like a normal human -- i.e. not a god. Showing up in disguise so that people will think it's a fake doesn't count. On the other hand, if this god wants voluntary worship, he should remove the threat of hell. All it is is an ultimatum; and ultimata are not conducive to voluntary worship.
There are a few possibilities I see regarding the state of affairs of christian worship. First, it could be a complete fiction. There might not be any god corresponding to the bible. Second, there could be a god that actively desires to send people to hell but has to convince some superior being that he gave people a chance. This would account for the fact that he seems to go to great lengths to make the message look false. Perhaps he wants people to reject it. Lastly, the god in question may be limited. Perhaps he simply has no power over those who do not give their lives to him. In such a case, hell is an empty threat, as he has no such power. He could be using a fear tactic to prevent people from thinking clearly and to ensare them.