It is when his goal is to obtain a permissible worldly gain such as wealth or marriage to a beautiful or distinguished woman, etc., so he feigns grief and keeps himself busy with admonishing and reminding others so that funds may be spent on him. He will then sell more of his merchandise if he is a merchant, a businessman, or among money making folks. Or if he wishes to marry a distinguished woman, such as the daughter of a righteous scholar, he pretends to her father to be a man of knowledge and adoration so that he may marry him to his daughter.
This sort of pretension is prohibitive because it seeks through the means of obedience to Allāh the wares of this lowly life, but it is of a lesser degree than the first. What is sought through this pretension is by itself permissible but it is contemptible, and its reality is shirk; the absolute authority is the privilege of the True One, the Almighty, when it comes to dealing with His servants.