Where is the negative in Pascal's Wager?

If one takes Pascal’s Wager as it is presented by Wikipedia:

”It posts that humans all bet with their lives either that God exist or does not exist. Given the possibility that God actually does exist and assuming the infinite gain or loss associated with belief in God or with unbelief, a rational person should live as though God exists and seek to believe in God. If God does not actually exists, such a person will have only a finite loss (some pleasures, luxury, etc.).”

If the rational option is to believe God exists, then why are many not taking the Wager? What is so valuable or important that it becomes a negative to follow Pascal’s Wager because you have to give it up? Whatever ”it” is, is it worth losing your soul over?