God doesn't choose to send anyone to hell....they choose this for themselves.
There are only two ways to go. A person either chooses God or they choose satan. They may not think this is what they are doing....but they are. Therefore, if they didn't choose God during their brief time on earth, then there is still their eternity(because man is an eternal spirit) to deal with. And again, IF they didn't choose God, then they will spend their eternity with the god they did choose. This god's eternal destiny is hell.
So, it's all in your choice. It isn't due to God being cruel.
About the time I get on my high horse, Jesus comes riding in on a donkey.