Dinner with Dan Question

[RobGW]

Anyone read the Dinner with Dan article in the forum magazine? It states you should not bet more than neccesary to make your opponent make a mistake. They give the TP vs. flush draw as an example. I've always bet big in these scenarios because I know that many people will chase anyways so why not get the maximum from them when they miss 2/3 of the time? Anyone have any ideas on why they advocate betting smaller than the pot?