I'm always interested in pinpointing the regional things in my own speech. I find the differences between regions quite interesting. Anyway, I say things like "its fast as hell" or "hot as hell" or "cold as hell", basically "as hell" is a very versatile thing I use. It "hurt like hell". Is this a regional thing or just a personal preference to a stupid nonsense phrase? I just noticed that there are a few people where I'm from that use the phrase as well, but they are my friends so that could be the reasoning there.