The Holy Name is our best friend. He protects us from the influence of māyā, and gives us solace when we need it most. Sometimes He makes us soar in the sky, and tickles us from inside until we experience a fit of giggles (often to the bemusement of any onlookers). He provides inspiration in whatever we do and is always there for us, day and night.
Unfortunately we can be neglectful to our friend, trying to rush our exchanges with Him. Sometimes we ignore Him completely, thinking that other engagements are more important. “He’ll understand, right?” We don’t give Him the attention He deserves and wonder why our other engagements aren’t as tasty as they usually are. We become servants to our mind and feel an emptiness in our hearts that can only be filled by Him.