Love of God is not an ordinary commodity. Caitanya Mahaprabhu was worshiped by Rupa Gosvami because He distributed love of God, krsna-prema, to everyone. Rupa Gosvami praised Him as maha-vadanya, a greatly munificent personality, because He was freely distributing to everyone love of Godhead, which is achieved by wise men only after many, many births. Krsna-prema, Krsna consciousness, is the highest gift which can be bestowed on anyone whom we presume to love.

From Srila Prabhupada's purport to SB 3.23.8