Why reject the gospel?

This is essentially to anyone who has ever heard the gospel fully and decided to reject it (whether you have since become saved or not).

If you have a clear understanding of the gospel, what keeps you from accepting it as the truth? When I ponder the world, there is literally no better deal on earth or in history than to find out that the answer to humanity’s problem is simply surrendering to the power of God who will take away my sins and make me a new creature and give me a new heart, filled with compassion, lover, peace, patience, self control. This is coming from a pretty stark skeptic deist (although I didn’t know to Identify as such). Even after accepting to surrender to God I still didn’t understand the gospel fully and I still had many skepticisms, yet insane the transformative power of Jesus at work in my life, and I could not deny those fruits of the spirit. Even being in environments where I saw hypocrisy or racism etc, there’s no way I was gonna let them keep me from Jesus. So I’m just curious why would someone hear it, understand it, but decide to reject it.