It is sometimes difficult to understand how anyone, once given the Gospel, can reject it. We can find the answer, by going back to the very beginning…the Garden of Eden. What exactly happened there, was Adam choosing his wife over God. He loved Eve more than he loved God. Which in reality, was self-love. 

That is what happens with all who reject the Gospel. They love themselves and their sin. They have no desire to be freed from that sin. So tragic, but I see it all the time.