Every man and woman desires to be loved., mankind has a need to be loved and accepted for who we are.
Possibly the greatest human desire is to have a suitable companion who thinks you are wonderful. The rich man's problem is determining whether someone loves him as a person, or whether they only pretend to love him in order to receive the benefits he can provide. I once knew a wealthy man who discovered in his wife's diary her whole plan to deceive him into thinking she loved him, so she could marry him just for the purpose of getting his money. What a blow! The rich man has a huge problem. How can he know that someone loves him instead of his money? How can he be certain that he is not just being used for what he can provide because of his wealth and power? God faces the same difficulty as the rich man. If God were to openly reveal Himself in all His power, riches, and splendor the owner of the entire universe -- how could
anyone resist? Yet, by hiding or concealing Himself, even to the point that some people think God does not even exist, God is able to determine who really wants to know Him -- not just for what they can get out of it, but because they love Him. Yes, God is our provider and source. Without Him we can do nothing, and we would have nothing. But, on some level, God desires to be pursued and loved for who He is, not just what He does for us.  God is on a mission to redeem the world and make everything right. But He is also on a hunt for those who love Him. For those who will worship Him in truth. Worship has to do with our
idea of someone's worth  how valuable we think they are. It can be thought of as worth-ship.

 But the hour is coming, and is now here, when the true worshipers will worship the Father in spirit and truth, for the Father is seeking such people to worship him (John 4:23).