2 Thessalonians 2:10

And by unlimited seduction to evil and with all the deception of wickedness for those who are perishing, because they did not welcome the love of the truth (of the gospel) so as to be saved (they were spiritually blind, and rejected the truth that would have saved them).

People choose to be gods to themselves and reject the truth of the Gospel. Sin becomes more enticing and deceptive the deeper they go. Yet they will still keep searching for fulfillment that they can only get from God and be mad at God for not accepting their choice of sin. They are still choosing sin over the Savior.