One must seek the association of persons who are Krishna Conscious and who engage in devotional service. Without such association one cannot make advancement.
One cannot compare the association of a pure devotee to anything material. Such association is always desirable, it is worshipable, it is praiseworthy.
The topmost benediction for those who are living in this material world and are subjected to the repetition of birth and death (transmigration) is association with pure devotees.
A pure devotee considers a moment's association with another pure devotee to be far superior than residing in a heavenly planet or merging in the Brahman effulgence.
There are many societies and associations of pure devotees and if someone with just a little faith begins to associate with such societies, his advancement to pure devotional service is rapid.
We become who we associate with, if we associate with pure, simple people struggling to be devotees then slowly we will perfect our path to devotion. but if we associate with material minded people we will be always perplexed and confused to what we are truely seeking.