Source: SB 1.2.16 Purport
The servants of God urge people to become devotees of the Lord. They never tolerate being called God. Sri Caitanya Mahaprabhu was God Himself according to the indication of the revealed scriptures, but He played the part of a devotee. People who knew Him to be God addressed Him as God, but He used to block His ears with His hands and chant the name of Lord Visnu. He strongly protested against being called God, although undoubtedly He was God Himself. The Lord behaves so to warn us against unscrupulous men, who take pleasure in being addressed as God.