So as I have already said, the love for the child of the mother is natural. So that is Vṛndāvana atmosphere. Everyone loves Kṛṣṇa. Everyone is overwhelmed with love of Kṛṣṇa. When they cannot find Kṛṣṇa, they become mad. Although they do not know that Kṛṣṇa . . . when they see some wonderful activities of Kṛṣṇa, they think, "Some demigod might have come here. Otherwise, how this wonderful thing is possible?" So this is pure love. This is pure love, without any knowledge of the supreme powerful, almighty. That is svacchatvam, no contamination—pure love.
So the mission of human life should be how to clarify this consciousness again into that pure consciousness of Kṛṣṇa, Kṛṣṇa consciousness. That is the mission of human life. The consciousness is impure; therefore there are so many varieties, material varieties, and we are captivated by these material varieties. But that is not giving us any happiness. We are especially very much unhappy on account of janma-mṛtyu-jarā-vyādhi (BG 13.9). So if we want to get relief from the miserable condition of this material life . . . this place is described in the Bhagavad-gītā, duḥkhālayam aśāśvatam (BG 8.15): "This place is meant for miseries." Do not try to become happy here. That is foolishness, mūḍha. Nābhijānāti mām ebhyaḥ param avyayam. "The mūḍhas, these rascals, they do not know that here he cannot be . . . one cannot be happy, because real happiness is when he comes back to Me." Mām ebhyaḥ param . . . tyaktvā dehaṁ punar janma naiti mām eti (BG 4.9). That is real happiness. Sukham ātyantikaṁ yat tad atīndriya-grāhyam (BG 6.21). Everything is explained in the Bhagavad-gītā.
So everyone is very . . . working very hard, struggling for existence, but they do not know how they can actually become happy. Na te viduḥ svārtha-gatiṁ hi viṣṇum (SB 7.5.31). That they do not know. So it is our humble attempt only, this Kṛṣṇa consciousness movement. At least, we inform people that, "This is the way of happiness." Sukham ātyantikaṁ yat tat. "Don't be carried away by temporary, so-called happiness. That is not happiness. This is called māyā." Māyā-sukhāya bharam udvahato vimūḍhān. Kṛṣṇa says mūḍha, and Prahlāda Mahārāja says vimūḍhān—not only mūḍha, but again added with word vi, viśiṣṭa. Viśiṣṭa-prakāreṇa mūḍha. Vi, therefore vimūḍha.