Fire, in the spiritual sense, can mean either love or hatred depending on the context, just as natural fire can be either comforting in keeping you warm, or scary in burning down your house. Our language reflects this, too -- we use concepts like a smoldering hatred or a burning love. So fire signifies a love, either a good love of the neighbor and to the Lord, or, in a bad sense, selfish love of oneself that, if unchecked by conscience, leads to hatred of anyone that opposes it.

'Hamor, the father of Schechem,' represents the good and truth of the church among the ancients. He also represented life, for life is of good, as doctrine is of truth.

(Референце: Arcana Coelestia 4442)