(Click to enlarge photo of Srila Prabhupada)
"The entire world is suffering because of spiritual thirst. Every living being is Brahman, or spirit soul, and needs spiritual food to satisfy his hunger and thirst. Unfortunately, however, the world is completely unaware of the nectar of kṛṣṇa-kathā. The Kṛṣṇa consciousness movement is therefore a boon to philosophers, religionists and people in general. There is certainly a charming attraction in Kṛṣṇa and kṛṣṇa-kathā. Therefore the Absolute Truth is called Kṛṣṇa, the most attractive.
The word amṛta is also an important reference to the moon, and the word ambuja means 'lotus.' The pleasing moonshine and pleasing fragrance of the lotus combined to bring pleasure to everyone hearing kṛṣṇa-kathā from the mouth of Śukadeva Gosvāmī. As it is said:
matir na kṛṣṇe parataḥ svato vā
mitho ’bhipadyeta gṛha-vratānām
adānta-gobhir viśatāṁ tamisraṁ
punaḥ punaś carvita-carvaṇānām
'Because of their uncontrolled senses, persons too addicted to materialistic life make progress toward hellish conditions and repeatedly chew that which has already been chewed. Their inclinations toward Kṛṣṇa are never aroused, either by the instructions of others, by their own efforts, or by a combination of both.” (BG 7.5.30) At the present moment, all of human society is engaged in the business of chewing the chewed (punaḥ punaś carvita-carvaṇānām [SB 7.5.30]). People are prepared to undergo mṛtyu-saṁsāra-vartmani, taking birth in one form, dying, accepting another form and dying again. To stop this repetition of birth and death, kṛṣṇa-kathā, or Kṛṣṇa consciousness, is absolutely necessary. But unless one hears kṛṣṇa-kathā from a realized soul like Śukadeva Gosvāmī, one cannot relish the nectar of kṛṣṇa-kathā, which puts an end to all material fatigue, and enjoy the blissful life of transcendental existence. In relation to the Kṛṣṇa consciousness movement, we actually see that those who have tasted the nectar of kṛṣṇa-kathā lose all material desires, whereas those who cannot understand Kṛṣṇa or kṛṣṇa-kathā regard the Kṛṣṇa conscious life as 'brainwashing' and 'mind control.' While the devotees enjoy spiritual bliss, the nondevotees are surprised that the devotees have forgotten material hankerings."
(Śrīmad-Bhāgavatam 10.1.13, Purport)