he'd rather itch than not ...

    'Then those people are right who say that Heaven and Hell are only states of mind?'
    'Hush,' said he sternly. 'Do not blaspheme. Hell is a state of mind—ye never said a truer word. And every state of mind, left to itself, every shutting up of the creature within the dungeon of its own mind—is, in the end, Hell. But Heaven is not a state of mind. Heaven is reality itself. All that is fully real is Heavenly. For all that can be shaken will be shaken and only the unshakeable remains.'

   '.... Ye cannot fully understand the relations of choice and Time till you are beyond both. And ye were not brought her to study such curiosities. What concerns you is the nature of the choice itself: and that ye can watch them making.'
    'Well, Sir,' I said, 'That also needs explaining. What do they choose, these souls who go back (I have yet seen no others)? And how can they choose it?'
    'Milton was right,' said my Teacher. 'The choice of every lost soul can be expressed in the words "Better to reign in Hell than to serve in Heaven." There is always something they insist on keeping, even at the price of misery. There is always something they prefer to joy—that is, to reality. Ye see it easily enough in a spoiled child that would sooner miss its play and its supper that say it was sorry and be friends. Ye call it the Sulks. But in adult life it has a hundred fine names—Achilles' wrath and Coriolanus' grandeur, Revenge and Injured Merit and Self-Respect and Tragic Greatness and Proper Pride.'
    'Then is no one lost through the undignified vices, Sir? Through mere sensuality?'
    'Some are, no doubt. The sensualist, I'll allow ye, begins by pursuing a real pleasure, though a small one. His sin is the less. But the time comes on when, though the pleasure becomes less and less and the craving fiercer and fiercer, and though he knows that joy can never come that way, yet he prefers to joy the mere fondling of unappeasable lust and would not have it taken from him. He'd fight to the death to keep it. He'd like well to be able to scratch: but even when he can scratch no more he'd rather itch than not.'

an excerpt from  The Great Divorce  by C.S. Lewis