It is the recommendation of Śrī Caitanya Mahāprabhu, who inaugurated or revitalized this Kṛṣṇa consciousness movement five hundred years ago in Bengal as Lord Caitanya Mahāprabhu. He said, nāmnām akāri bahudhā nija sarva śaktis, tatrārpitā niyamitaḥ smaraṇe na kālaḥ. Nāmnām akāri: the name and the person whose name. Because God is absolute, there is no difference between His name and He Himself. Just like in this material calculation, if you want water, simply by chanting "water, water," you won't get water. The water substance is different from the name "water."
But God being absolute, His name, His form, His quality, His entourage, they are all the same, as good as God. So if you associate with any one of them, either God personally or with His name or with His form or with His quality or with His paraphernalia, immediately you become in contact with God. This is the science. This is not fiction; this is science. Because if you accept God as absolute, there cannot be difference between God and His name and His form.
So this is science. You'll realize as you make progress. You'll realize. Just like these boys, they're chanting Hare Kṛṣṇa mantra, they are realizing; otherwise I've not bribed them. They're mad after Hare Kṛṣṇa mantra. It is not due to my bribing them. They're actually realizing that they are in touch with Kṛṣṇa. So anyone can do that. Caitanya Mahāprabhu says, therefore, that there are many thousands of names of God. Although we say that the only perfect name is "Kṛṣṇa," but if you think, "No, we have got another name," that's all right. But it must be the name of God. It must be full with the conception of God.