"They are envious. "What is this nonsense God consciousness, Kṛṣṇa consciousness?" You see?
So we have to disturb them. That is our duty. We have to disturb these envious persons, "Hare Kṛṣṇa!" (laughter) That is our duty, to disturb them. And that is the greatest service. Just like a man is sleeping. And somebody is coming to kill him, and other friend, "Mr. such and such, wake up! Wake up! Wake up!" So he may say, "Why you are disturbing me?" But that is the greatest service, he'll be saved. Māyā is coming to kill him, to send him to the darkest region of hell, and you are saving him, "Chant Hare Kṛṣṇa and be saved."
Daivī hy eṣā guṇamayī mama māyā duratyayā [Bg. 7.14]. These people, they do not know how much they are under the trap of māyā illusion. Daivī hy eṣā guṇamayī mama māyā duratyayā. They are thinking that they are very happy, they are making progress, but they do not know actually the position. This is called illusion."
Bhagavad-gītā 3.18-30
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Los Angeles, December 30, 1968