(Prabhupada's lecture - Śrīmad-Bhāgavatam 1.16.16 - Los Angeles, January 16, 1974)
Therefore in the Caitanya-caritāmṛta it is said that nitya-siddha kṛṣṇa-bhakti: "The loving attitude of the living entity towards Kṛṣṇa is nitya-siddha." That is eternally fact. Not that we are preaching this Kṛṣṇa consciousness movement, artificially we are creating some situation that a person may love Kṛṣṇa. No. That is not. That is not fact. We are cleansing the process which has covered our Kṛṣṇa-bhakti. Śravaṇādi-śuddha-citte karaye udaya. The love for Kṛṣṇa is there automatically. Everyone loves. But it is now covered by māyā. So śravaṇādi-śuddha-citte. Just like when you become diseased...
Actually your position is, normal position is, that you can eat nicely, you can sleep nicely, you can talk nicely. That is healthy life. But when you cannot eat nicely, when you cannot sleep nicely, you cannot have sex life nicely, you take the help of a physician. The physician helps you, not that artificially he is creating some machine in you so that you can eat. The eating process is already there. You (are) competent to eat. But it has been disrupted by another influence. That is called māyā. Similarly kṛṣṇa-bhakti, or our love for Kṛṣṇa, is eternally fact. Some way or other, it has been interrupted by the influence of māyā, and we have to cleanse this. Or, as the physician cures the disease, so this māyā, māyā, means an illusion, means it is not a fact. Just like you cannot eat—this is not a fact. You can eat, but something has come between you and your healthy life. That is disease. So not to become Kṛṣṇa conscious is disease. To become Kṛṣṇa conscious is healthy. That is real health. Not to become Kṛṣṇa conscious, to become a demon, that is disease.