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Because you assume that if you are chasing a flush or a straight, you will make that hand - which will almost certainly be a winning hand - a known percentage of the time (for example, an OESD on the flop has a 16% chance of hitting on the turn). Therefore, simple arithmetic tells you that if you are required to put LESS than 16% into the pot, then it is +EV to do so. If you are required to put 40% in (say, the opponent has overbet the pot), then it would be wrong for you to call.
The complexity lies in the concept of implied odds. If, say, you are required to bet 25% but only have a 16% chance of hitting, then your pot odds are bad - but because, if you DO hit, you have a chance of making a lot more money from the opponent, you can justify making the call as this extra $$$ will more than negate the "loss" you are making by your call.
Obviously this is oversimplified, and there will always be other considerations (are you drawing to the nuts; are any of your outs tainted; how many other players are there still in the hand etc), but basically that's how it works.
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