The seekers of the Light find and recieve that. The seekers of material gifts either find or die wanting that, and thus continue in darkness.

It's interesting because Hindus believe in a reincarnation which is contiguous, where one life begins, or picks up, basically where the other one left off; you have the same passion, drives, fascination, interests, tendencies, etc. While it is a trope in Christianity that certain people take their salvation for granted, Hindus often forgo deeper inquiry (which presumably leads to the ultimate goal) thinking they will do that in their next life, and seek for material happiness and the help from their devas to accomplish that in this one.

In either case, people go where their heart truly longs. Knowing this woeld is one of darkness and misery, the carrot is dangled such that people continue to chase it, whereas the Supreme rests beyond suffering—'within'—which is nebulous and not as interesting for people, who see God as either a vending machine, or a genie in a bottle.