Chapter 9 · The Royal Secret · Krishna said
Bhagavad Gita 9.11 — Failing to see the avatar
अवजानन्ति मां मूढा मानुषीं तनुमाश्रितम्। परं भावमजानन्तो मम भूतमहेश्वरम् ॥
avajānanti māṃ mūḍhā mānuṣīṃ tanumāśritam | paraṃ bhāvamajānanto mama bhūtamaheśvaram ||
Meaning
The deluded disregard me when I take a human form, not knowing my higher nature as the great Lord of all beings.