Ānanda-cinmaya-rasa. Rasa means the taste, the mellow. Just like we try to taste a sweetmeat, a sweet candy, anything. Why? Because there is a very nice taste. So everyone is trying to have some taste from everything. We want to enjoy sex life. There is some taste. So that is called Adi—taste. So there are so many tastes. Here in the Brahma-saṁhitā, ānanda-cinmaya-rasa. That taste, material taste, you may taste it, but it will be finished immediately. Immediately finished; say few minutes. Suppose you have got very nice sweetmeat. You taste it. You get, "Oh, it is very nice." "Take another." "All right." "And another?" "No, I don't want." Finished. You see?
So material taste is finishable. It is not unlimited. But real taste is unlimited. If you taste one, then you cannot forget. It will go on, go on, increasing, increasing. Ānandāmbudhi-vardhanam. Caitanya Mahāprabhu said that, "This taste is simply increasing." Although it is ocean-like, great, still it is increasing. Here you have seen ocean. It is limited. Your Pacific Ocean is tossing, but it is not increasing. If it increases there is havoc. You see?
But by nature's law, by God's order, it does not come beyond its limit. Within the limit it is. But Caitanya Mahāprabhu says that there is an ocean of bliss, ocean of taste, of transcendental bliss, which is increasing. Ānandāmbudhi-vardhanaṁ prati-padaṁ pūrṇāmṛtāsvādanaṁ sarvātma-snapanaṁ paraṁ vijayate śrī-kṛṣṇa-saṅkīrtanam. You'll get, by this chanting Hare Kṛṣṇa, your pleasure potency increasing more and more, more and more.