[Kaeser]

One key point to remember in a large pot is that a player who folds, even when he folds correctly, gives up his equity in that pot to the remaining players. In the case of large pots this gain in pot equity can exceed the gain from an incorrect call.

That's why it's important for the pot to be large when attempting this. If the pot is too small then you would gain more from an incorrect call then from a fold.