The Bliss Of Krishna Consciousness

Srila Prabhupada: Everyone wants to repose his loving tendency in some object which is in his opinion worthy. But the question is one of ignorance only, because people have a poor fund of knowledge about where to find that supreme lovable object who is actually worthy to accept and reciprocate their love. People simply do not know. There is no proper information. As soon as you have some attachment for anything material, it will kick you upon the face, deteriorate, and disappoint you. It’s bound to dissatisfy and frustrate you. That’s a fact." *(The Science of Self Realization, Chapter 7: Protecting Oneself from Illusion)*