Hell.com went up for bid on Friday, but no one was buying. The owner of the web address set a minimum bidding price at $1 million, leaving many wondering just how much heaven could bring.

The Friday auction, run by domain provider Moniker.com, set for bid hundreds of catchy and useful domains.

The owner of Hell.com anticipated at least $1 million after the address Sex.com brought an amazing $12 million earlier this year.

But hell, apparently, was not a hot item with no bids reaching the reserve price.

Moniker.com was selling the underworld website for another group that registered the domain name in 1996.

Other auction items raked in with high bids. Cameras.com sold for $1.5 million, Sexeducation.com for $120,000, and babies.net for $26,000.

In 2006, the owner of Hell.com put the domain on auction for a whopping $8 million. Bidders believed it would be a cold day in the World Wide Web before they would fork out that kind of cash for the address of fire and pain.