Krishna continues to address Arjuna on a worldly, social level. He warns that if Arjuna retreats, society (bhūtāni) will speak of his infamy (akīrtiṃ) forever (avyayām). For someone who has been honored and highly respected (sambhāvitasya) their entire life, falling into public disgrace is a fate far worse than physical death (maraṇād atiricyate).