so how do you figure to get more in future bets?

ok if he has a gutshot and you let him hit it you'll gain more which is hands like T9
but if he has a hand worth calling a bet with you'll gain less because now you're dependent on him getting his hand on the river before you get any bets
which is hands like AQ, QT that will call a flop anyway

and if he has a king you'll definitely get less money if you have him bet into you than if you bet into him

it would apply more if there weren't draws that he could pay you off with
you could bet modestly like 1/2 pot which is what I do on paired boards anyway