People who lack piety do not relish when the Lord gives spiritual advice for their well-being. They do not take it seriously and thus are punished by the laws of material nature. Srila Prabhupada explains:
"Lord Krsna, who is the spiritual master of the entire universe, accepted the duty of a messenger, and, deputed by Arjuna, went to the assembly of King Dhrtarastra on a peace mission. Krsna is everyone's Lord, yet because He was the transcendental friend of Arjuna, He gladly accepted the role of messenger, exactly like an ordinary friend. That is the beauty of the Lord's behavior with His pure devotees. He reached the assembly and spoke about peace, and the message was relished by Bhisma and other great leaders because it was spoken by the Lord Himself. But neither Duryodhana nor his father, Dhrtarastra, took the message very seriously due to the exhaustion of the pious results of their past deeds. That is the way of persons who have no credit of pious deeds. By past pious deeds, one may become the king of a country, but because the results of the pious acts of Duryodhana and company were dwindling, it became evident from their actions that they were sure to lose the kingdom to the Pandavas. The message of Godhead is always like nectar to the devotees, but it is just the opposite to the nondevotees. Sugar candy is always sweet to a healthy man, but it tastes very bitter to persons suffering from jaundice."
SB 3.1.9 purport