Bet sizing in multiway pot

[diebitter]

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I'd underbet the turn a lot to keep the idiots in.
$35 on the turn, shove teh river.

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Really? Seven people saw this flop, there's a damn good chance a flush draw is out there, and someone calling for $35 on the turn with a flush draw is not being an idiot.

Meanwhile, versus our massively vulnerable hand, someone calling with 9x is not being much of an idiot either.

Also, someone with 9c3c or Kh2h is not calling our river push. (OK, I suppose the Kh2h might if it spikes a river K, but still.)

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Think about how many will hang in there, and how big the pot gets, and the chances are that once it's that big and nothing bad lands on the turn, how much more milking you can do. Compare this with betting to give poor odds.

I have to admit my gut alone tells me this is the most +EV approach (I think about stuff like this using my 'play this a million times over, do you profit or not?' approach), so I'd welcome some theory applied here from someone good at it.