Speaker:  Srila Prabhupada
Source: People Are Being Killed 

Mumuksavo ghora-rupan. We are therefore restricting not to worship any other. Therefore when I started this mission many friends advised me “Why don’t you make it ‘God consciousness’?” This is bogus, God consciousness. “Krsna consciousness.” Otherwise, they’ll put so many gods. “Here is another god, here is another god, here is another god, here is another god, here is another incarnation, here is another avatara,” all nonsense. Place actual who is God. Krsnas tu bhagavan svayam. Narayana-kalah santah. So try to understand our mission.