So you must Fear GOd because He can throw you into hell? Can GOD who is infinite in love and mercy throw you into hell? What kind of God is that? Can a creator destroy his own creation?
The idea of fearing God, does not include the fear that is generated from a relationship of a strong/dominant individual to a weak/inferior individual. The fear being talked about this idea is the fear generated out of a parental respect, out of fear for hurting your parent's emotion/feelings. This idea is being taken indifferently by non-believers and used against us, blindly.
Still, that is just "one" of the inferior reasons why we obey God.
God does not destroy His creation, you go to hell by your own doing. God always see to it that He has done everything He can (keep in touch to the rule that His miracles/help are in touch to our reality) to help us avoid hell.
For people who realize things at a very late stage, you have purgatory.
Where is your proof that hell really exist as a place? Does the bible really mention about hell as a place? Because if this is a place then you are contradicting yourself again and again!
Yes it is mentioned in the bible.

A lot of times.