The Greek Bible uses the word αιών, which (confusingly) refers to either a duration of time with a beginning and end, or eternity. When the Bible was translated into Latin, αιών was translated as aeternam exclusively. However, that sense may not have been the right one to use. The earliest writings of the church, before the 5th century or so, described Hell as an ultimately temporary place of purification, rather than an eternal destination.
Different people don’t like it for different reasons. Some people don’t like it because they think it has CIA financial backing (nope), and some people don’t like it because it requires your phone number, therefore it is not private (the privacy it provides is more than sufficient for anyone not actively being persecuted by a Five Eyes state), and some people don’t like it because it feels corporate (it’s a 501c3 nonprofit, and how corporate it feels is subjective).