Ordinary man, they are after dharma, artha, kāma, mokṣa. First of all, nowadays, even they do not care for dharma. They're animals. Really human life begins when they take to religious principle. Dharmeṇa hīna paśubhiḥ samānāḥ (Hitopadeśa 25). So dharma-artha-kāma-mokṣa, gradually improvement, and devotional service is above mokṣa. Therefore dharmaḥ projjhita-kaitavo atra (SB 1.1.2). Kaitavo, cheating. As soon as there is some motive, that is cheating religion. But bhakti, there is no such thing, dharma, artha, kāma, mokṣa. It is above, transcendental.
Therefore it is meant for the paramo nirmatsarāṇāṁ satām. Nirmatsara. Nirmatsara means envious . . . er, not envious. Matsaratā. Parā utkarṣaṇam asahanam, Śrīdhara Swami says. If in . . . if somebody is advancing, somebody is making improvement, his neighbors, his friends, even most intimate friends, they also become envious: "Oh, this man is advancing so much. This man is becoming so rich, so popular." Envious.
So Vaiṣṇava is not envious. If somebody advances more than him, he appreciates: "Oh, he's so nice that he has advanced more than me. I could not serve Kṛṣṇa in such a nice way." That is Vaiṣṇavism.