He didn't sell it as religious canon, this is primarily signalled by the fact that the main protagonist in his story is...well himself. He never actually said that he had been to Hell and only made Allighierian Hell based on presumptions and what he perceived Hell to be like. He didn't actually say to people that this is Hell, he was even exiled for the work. Over hundreds of years however, some people believe his canto's to be truthful.
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Oh yeah, fair point. Maybe he was just tortured until he lost consciousness.
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