(Govinda, Gopala, Madhava, Damodara)

As Lord Krsna states in the Bhagavad-gita, He is the best friend of all living entities. Suhrdam sarva-bhutanam. No one can be a
greater well-wishing friend to any living entity than the Supreme Personality of Godhead. He is so kindly disposed towards everyone that in spite of our completely forgetting our relationship with the Supreme Lord, He comes Himself--sometimes personally, as Lord Krsna appeared on this earth, and sometimes as His devotee, as did Lord Caitanya Mahaprabhu--and sometimes He sends His bona fide devotees to reclaim all the fallen souls. (SB 3.15.31p)