[cmyr]

I agree with pete that playing top set fast on a flush board is often a good idea... if your opponent will fold even just his low flushes to the action your equity is pretty huge.

The problem with waiting until the turn, obviously, is that if we do get called we're in a way worse spot. On the flop we're generally going to be in the 40% to win range, which after a bet and a raise anyway is almost justified without any fold equity.