Because they do not know My divine nature as the Supreme Controller of all living beings, those who are ignorant mock Me when I assume a human form.
Bhagavad Gita - Chapter 9 - Raja Guhya Yoga - The Yoga of the Greatest Secret
All their aspirations, activities and knowledge are futile and senseless. Such persons adopt a contemptible, malicious nature and become bewildered.
However, those great personalities who do take shelter of My divine nature, worship Me with a steady mind and know Me to be the imperishable origin of all beings.
They are always glorifying Me, endeavoring with determination and firmly fixed in their vows. Offering their obeisance to Me with devotion, such bhakti-yogis always worship me.
Others worship Me with the sacrifice of knowledge, considering themselves to be non-different from Me. Others worship Me in many different forms, while others venerate Me as the universal form.
I am the ritual, I am the sacrifice, I am the offering, I am the sacred herbs, I am the mantra and I am the clarified butter, I am the sacred fire and I am the act of offering.
I am both the father and the mother of the universe, I am the Maintainer, the Grandsire, the object of all knowledge, the purifier, the syllable om and I am the Rig Veda, Sama Veda and the Yajur Veda.
I am the supreme objective, the sustainer, the master, the witness, the abode, the shelter, and the dear-most friend. I am creation, maintenance and destruction, I am the greatest wealth and the indestructible seed.
I create heat and I bring forth the rain and also withdraw it. I am eternality and I am death. I am reality and I am illusion, O Arjuna.
Those who are conversant with the three Vedas worship Me indirectly, and by drinking soma they become purified and attain the higher planets. By their pious activities they reach the abode of Indra where they enjoy the celestial pleasures of the demigods.