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Simple life close to God is reward.
Existence in the godless first world is punishment.
Remember, one of the best opportunities according to the Bhagavad Gita is to be born into temple or family of yogin. First world has no good opportunities. 

In fact there is nothing first about overurbanized nations. Their very hellish existence is unsustainable and depends on leeching natural resources and fresh healthy laborers from rural nations.