You quoted Lewis in the OP. His book "The Great Divorce" fleshes out the statement that you quoted.
Another image that he used was in the last book of the Narnia series - "The Last Battle".
In that book he talked about the dwarfs whose mantra was "the dwarfs are for the dwarfs".
At the end they go through the stable into the new creation. The new world is a place that is beautiful beyond belief but the dwarfs, even though they are there, are unable to perceive this beautiful world around them and are only able to perceive their previous existence as they go on muttering that the dwarfs are for the dwarfs.
I don't see it so much as choosing between heaven and hell as choosing whether we are to live a life that is self focused or a life that is God focused. I would add, that to understand what I mean by God focused I suggest reading Matthew 25 when Christ said that when we visit those in prison, when we feed the hungry, house the homeless etc that we are doing it for Him.