Pharoah was a wicked evil man and his subjects were with him in his oppression and cruelty to the israelites. Don't forget he was ordering the murder of babies, not to mention working israelite men and women and children to death. Do you think you can do that forever and not pay some price? Secondly...he hardened his own heart starting with the first judgement and continued to do it in spite of God warning him through Moses through Aaron that the judgements would get worse. It's the same with atheists and God haters today. The Scoffers continue to insult God and carry on with their own sins...abortion, pedophilia, murder, lying, cheating, adultery, sodomy, injustice, etc. After awhile, God turns you over to your own sins ..and your ultimate destiny and you're lost...even if you come to your senses and want to accept Christ. It is too late.