"The word hari has different meanings, of which two are principal. The name Hari indicates that Kṛṣṇa takes away all inauspicious things from the devotee’s life and that He attracts the mind of the devotee by awarding him transcendental love of Godhead. Kṛṣṇa is so attractive that anyone who can somehow or other remember Him becomes freed from the four kinds of material miseries. The Lord gives special attention to His devotee and banishes the devotee’s various sinful activities, which are stumbling blocks for the advancement of devotional service. This is called routing the influence of ignorance. Simply by hearing about Him, one develops love for Him. That is the gift of the Lord. On one side He takes away inauspicious things, and on the other side He awards the most auspicious things. That is the meaning of hari. When a person is developed in love of Godhead, his body, mind and everything else are attracted by the transcendental qualities of the Lord. Such is the power of Kṛṣṇa’s merciful activities and transcendental qualities. He is so attractive that out of transcendental attachment to Him a devotee will give up all four principles of material success—religiosity, economic development, regulated sense gratification and salvation."