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According to the classical commentators, this answer implies no more than a refusal on the part of the "keepers of hell" to intercede for the doomed sinners, telling them, as it were, "Pray yourselves, if you can." It seems to me, however, that we have here an indirect allusion to the sinners' erstwhile, blasphemous devotion to false objects of worship and false values - the meaning being, "Pray now to those imaginary powers to which you were wont to ascribe a share in God's divinity, and see whether they can help you!" This interpretation finds support in the next sentence, which speaks of the delusion (dalal) inherent in the prayers of "those who deny the truth", i.e., during their life on earth - for, obviously, on the Day of Judgment all such delusions will have disappeared.
The answer being in the affirmative, they will have to tell the dreadful truth: 'This is neither the time nor the place for prayer, for mercy! And in any case, Prayer without Faith is Delusion, and must miss its mark.' Cf. xiii. 14.