As the materialists are thinking that happiness is all in sense gratification, they don't see the happiness in serving Krishna, that's where the real happiness is achieved in much higher relationship and higher purpose. Their thought is, "Alright Dharma, ardha, kama, moksha" now we will make money, enjoy our sense gratification and at the end of life go for moksha. Howvere in devotional service, we know about prema, the prema is actually the love for Krishna. It is the highest perfection and Krishna is the highest happiness also.
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