na yam vidanty ami bhu-pa
ekaramas ca vrsnayah
atmanam kalam isvaram
Neither these kings nor even the Vrsnis, who enjoy Your intimate association, know You as the Soul of all existence, the force of time and the supreme controller. For them You are covered by the curtain of Maya.
Srila Visvanatha Cakravarti explains that Lord Krsna’s family, the Vrsnis, were too familiar with Him to realize that He is the Supersoul residing in the heart of every created being. And those kings at Kuruksetra who were not devotees of Krsna could not recognize Him as time, the annihilator of everything. Devotees and nondevotees are both covered by Maya, but in different ways. For the materialists Maya is illusion, but for the Vaisnavas she acts as Yoga-maya, the internal potency who covers their awareness of the Supreme Lord’s majesty and engages them in His eternal pleasure pastimes.