I think it's a clever advertising campaign. It got them a lot of attention they wouldn't have gotten otherwise. Of course, it doesn't offend me one bit. But "Hell" for the name of a pizza place? Hmmmm.

It just made me think of an American frozen pizza company called Tombstone. And their advertising campaign had the tag line, "What do you want on your Tombstone?" Never had the pizza, but I remember the tag line...