Spiritual advancement is a matter of desire.
Some devotees are trying to brainwash themselves, that’s what they are trying to do to themselves.
They are hoping that: “If I keep on just chanting chanting chanting I will just be brainwashed and one day I will just be feeling different. I will just no longer be attracted to anything material”
But the attraction to the material energy is very very strong and the attraction of the material energy may be there.
One must consciously say goodbye to it but on the strength of tasting inspiration in Krishna consciousness. So if then one keeps on taking shelter of this Krishna conscious inspiration then we can say goodbye.
We have to make a conscious endeavour. It is not just automatic pilot. We must really go deep in our hearing and chanting.
(Kadamba Kanana Swami class on Bhagavad Gita 4.4)