Krnsa das Kaviraja explains in the Caitanya Caritamrita that Krsna consciousness is actually in everyone, but that the power of maya is so strong, that most people are lulled into a false sense of security, thinking maya is reality. (CC Madhya 22.107 nitya-siddha krsna-prema 'sadhya' kabhu naya, sravanadi-suddha-citte karaye udaya -- Pure love for Krsna is eternally established in the hearts of the living entities. It is not something to be gained from another source. When the heart is purified by hearing and chanting, this love naturally awakens.)