I'd like to cite the following text.
Upon a chariot stationed between the vying sides of the start of a royal civil-war 3102 BC,
The Supreme Personality of Godhead spoke to the Prince-warrior:
"O best among the Nobel Humans, four kinds of pious men begin to render devotional service
unto Me—the distressed, the desirer of wealth, the inquisitive, and he who is searching for knowledge of the Absolute.
"Of these, the one who is in full knowledge and who is always engaged in pure devotional service is the best.
For I am very dear to him, and he is dear to Me.
"All these devotees are undoubtedly magnanimous souls, but he who is situated in
knowledge of Me I consider to be just like My own self. Being engaged in My transcendental service,
he is sure to attain Me, the highest and most perfect goal.
"After many births and deaths, he who is actually in knowledge surrenders unto Me,
knowing Me to be the cause of all causes and all that is. Such a great soul is very rare.
"Those whose intelligence has been stolen by material desires surrender unto
demigods and follow the particular rules and regulations of worship according to their own natures.
"I am in everyone’s heart as the Supersoul. As soon as one desires to worship some demigod,
I make his faith steady so that he can devote himself to that particular deity.
"Endowed with such a faith, he endeavors to worship a particular demigod and obtains his desires.
But in actuality these benefits are bestowed by Me alone.
"Men of small intelligence worship the demigods, and their fruits are limited and temporary.
Those who worship the demigods go to the planets of the demigods,
but My devotees ultimately reach My supreme planet.
"Unintelligent men, who do not know Me perfectly, think that I,
the Supreme Personality of Godhead, Krish-na,
was impersonal before and have now assumed this personality.
Due to their small knowledge, they do not know My higher nature,
which is imperishable and supreme.
"I am never manifest to the foolish and unintelligent.
For them I am covered by My internal potency,
and therefore they do not know that I am unborn and infallible.
"As the Supreme Personality of Godhead, I know everything that has happened in the past,
all that is happening in the present, and all things that are yet to come.
I also know all living entities; but Me no one knows."
etc etc etc
(7:16-26)