He is loving that's why everyone is enjoying so many free things on Earth. Despite doing so many sins and evil things He does not punish instantly and rightaway. He is the creator so He says that I have created you to live accordingly to the standards mentioned in the holy books and preached by the concerned Prophets. If you don't follow it. There would be punishment. Every little trifle act you do would be rewarded or punished. So this life isn't a free lunch.