A person who remembers the Almighty God with love and true devotion does not count [how many times he remembers God]. He remembers Him without counting.
The story of a woman is well known. She loved someone. She saw a mendicant carrying a rosary passing it over his hand. The woman asked him, ‘What are you doing?’ He said, ‘I am remembering my Friend.’ The woman exclaimed, ‘Remembering a friend, and that too while counting it?’
In fact, it is very true. Why count when remembering a Friend? In reality, unless the remembrance of God is abundant, the pleasure and devotion that results from remembrance cannot be achieved.
(Malfuzat, Vol. 7, p. 19)