सर्वेषां भगवन्नाम्नां समानो महिमापि चेत् ।
तथापि स्वप्रियेणाशु स्वार्थसिद्धिः सुखं भवेत् ॥
विचित्ररुचिलोकानां क्रमात्सर्वेषु नामसु ।
प्रियतासम्भवात्तानि सर्वाणि स्युः प्रियाणि हि ॥
sarveṣāṁ bhagavan-nāmnāṁ samāno mahimāpi cet |
tathāpi sva-priyeṇāśu svārtha-siddhiḥ sukhaṁ bhavet ||
vicitra-ruci-lokānāṁ kramāt sarveṣu nāmasu |
priyatā-sambhavāt tāni sarvāṇi syuḥ priyāṇi hi ||
(Bṛhad Bhāgavatāmṛta: 2.3.160–161)
“Although all of Bhagavān’s names have equal greatness, still attainment of one’s object shall occur quickly and easily by means of that [name] which is dear to oneself. Because of the possibility of dearness in regard to all names [of Śrī Bhagavān] on account of the particular manner of people’s of varied taste [i.e., on account of people having a variety of tastes and thus individuals having personal taste for different names of Śrī Bhagavān], all these [names of Śrī Bhagavān] shall be [regarded as] dear [by virtue of their potentially being dear to anyone and inevitably being dear to someone].”