“When you set your soul on fire, people love to come and see you burn.” -- John Wesley (founder of the Protestant church)
There are a few ways to interpret this quote.
Burn . . . in hell?
Burn . . . Brightly
Burn . . . as a spectacle
The way I think it was meant. People who have a passion, have a purpose, have a full radiance of peace and joy coming from within are contagious. People want to be moved in life. People want to be inspired, people want to stand for something. People want to have something that moves them in life.
People who use drugs have drugs.
People who serve others (like in the peace core or other similar systems) have these.
But many people in life do not have something that is their passion, their purpose.