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I didn't find Bell's book to be nearly as controversial as all the hype and hysteria insinuated. I guess some evangelicals are shocked that someone so popular among their own would go public with speculations and ideas that theologians have been wrestling with for ages. Sadly, many high-profile conservative evangelicals seem to think heresy charges should be directed toward those who simply ask questions or humbly admit their uncertainty about some theological theories and constructs.
The style and substance of this Bell book are absolutely consistent with everything else he has published. Bell talks about faith and theology and discipleship in a personal and reflective style, almost poetic. He doesn't really assert new theological propositions as much as undermines old ones.
Rather than leading Christians astray, I'd say Bell's book is far more likely to cause those who have given up on Christianity to give it another look. The book's best quality is its invitation for people to believe and follow Jesus, even if they cannot believe in the beliefs of some Christians.
For a rich and helpful discussion of Bell's book, here are three of the best blog series I've seen:
Exploring Love Wins by Scot McKnight
The Jesus Creed Blog
For Whom the Bell Tolls by Ben Witherington III
The Bible and Culture Blog
Divided By Hell: An Assessment of Rob Bell's "Love Wins" by JR Woodward
Dream Awakener Blog