AA - What the?

I'm a newb and literally overwhelmed looking through this site. I had no idea where to post this, so here goes anyway.

I understand the uniformly published way to play these hands BUT

AA or any high pocket pair for that matter; (if I'm right) the equity edge for these hands increases with number of opponents. That being said, I can see no reason why you would raise with these hands in EP. Call (letting poorer quality hands in) and hope for the chance to reraise is the way I see it. Sure, you're not going to win as often but in the the longrun you'll win more. (not to mention deception)
Why is this wrong?
and
Has anyone done any maths on - if you do raise, how much your equity edge drops due to the higher quality of hand now required to call.