Just to be utterly and pointlessly pedantic, shouldn't that actually be Hel not Hjell? Hel being the Scandinavian goddess who somehow gave her name to the fiery pits of Christian mythology.
However, I do get your point and I can imagine the flaming pits of whatever-the-hell-you-want-to-call-it being ablaze with flat-packed bookcases and other quality MDF items.
Biting the hand that feeds IT
