Speaking for myself, I'd say it is the difference between being told there is a God and discovering for oneself there is a God. With that knowledge, I'd surely choose to know, love, and serve God. There are no atheists in heaven or hell.For example, if a person has no interest in knowing God, loving God or serving God in this life, what do we think would happen at the moment of death that suddenly gives them the desire to know, love, and serve God?