Being "fishers of men" is not about getting people to take our bait. It's about casting huge nets of grace and bringing all the people within our reaches along with us into the current of God's Kingdom.
Sometimes the hurtful act is specific, like when my youth leader threw a Bible at me for asking the wrong questions. Sometimes it's rhetorical, either from the pulpit, in a small group study or over a meal.
The other violence inherent with such an ideology is the claim that sharing the gospel is done in love. But, I think this is where the ideological assumptions fall flat, because love is not present in such tactics.
While in every last way pretending to be about practicing love, it's really about instilling fear. What Chan is really saying here is, "Be afraid. Being wrong about hell has terrible, terrible consequences."