love for God is natural spontaneous but is hidden

Sloka (Bhagavata Purana 1.2.6):

sa vai puṁsāṁ paro dharmo, yato bhaktir adhokṣaje,

ahaituky apratihatā, yayātmā suprasīdati.

"The supreme dharma for all humanity is that by which one can attain loving devotional service unto the transcendental Lord. Such devotional service must be unmotivated and uninterrupted to completely satisfy the self."

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To love God कृष्ण is not a matter of external reasoning, for the love for कृष्ण (कृष्ण) is already अन्तर्निहित (inherent) in the dormant soul (जीवात्मा). This स्वाभाविक (natural) affection for सर्व कारण कारणं (the cause of all causes) is spontaneous, like the love for one's parents or birthplace (जन्मभूमि). Yet, the मायाशक्ति (illusory potency) sometimes covers this स्वाभाविक प्रेम (natural love). The उद्घाटन (uncovering) of this love is the essence of योग and अध्यात्म (spirituality). Through नवधा भक्ति (ninefold devotion), this dormant love for कृष्ण can be awakened, leading to पूर्ण आनन्द (complete bliss).