The conditioned soul in the material world is in a state of madness. Nunam pramattah kurute vikarma. (SB 5.5.4) Forgetting his eternal, blissful relationship with Krishna, he is suffering life after life, being kicked and spat upon by maya. But he is smiling, taking it as enjoyment. Why? Because he is charmed by the glitter of false happiness, beginning with sex pleasure. Sex desire is the main symptom of insanity exhibited by the conditioned soul.
Such foolish beings are always intrigued and cha