The love for the child of the mother is natural. So that is Vrndavana atmosphere. Everyone loves Krsna. Everyone is overwhelmed with love of Krsna. When they cannot find Krsna, they become mad. Although they do not know that Krsna… When they see some wonderful activities of Krsna, they think, "Some demigod might have come here. Otherwise, how this wonderful thing is possible?" So this is pure love. This is pure love, without any knowledge of the supreme powerful, almighty. That is svacchatvam, no contamination — pure love.

(From Srila Prabhupada's talk on Srimad-Bhagavatam 3.26.22 — December 31, 1974, Bombay)