It is about bhakti, and it is bhakti for you, but not the same kind of bhagvad-bhakti for all vedantins where the
vishay is Bhagvan - not that there is anything wrong, and certainly everyone is different.
Shankaracharya was in love with GovindA. There are some advaita-vedantins who want nothing to do with Deities, forms, bhAv etc. To them all that is either some fairy tale or stage of mAyA which they will overcome when realized. Any seer-seen vishay , like VAsudev's form, is mistaken for avidya. It is tossed into the same "vyAvahArik" bucket as the tomato, apple, chair, wood, pot ...
KrushNa reciprocates as we surrender.
I have pratyaksha experience of vedantins who told me - the concept of "antaryAmi" is avidyA. The gopis and gopas in Golok also have ShyAmsundar/VAsudev as their antaryAmi. So do UmA, RamA (Lakshmi), VANi, BramhA, Shambhu, NArad, Rukmini, Satyabhama, Uddhav, Arjun, ....
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