equity preservation
think about how many runouts are going to bring a 3 flush or a 4 straight, and how most of the hands that continue vs a raise hit those runouts, let alone the fact that you could already be beat
My theory to that is because you have some strong range of hands beating you on the flop like AA, QQ, K10d and even 10,9d it's probably best to call on the flop so you are able to get away from the turn if UTG has AA, or QQ but I would still tread very carefully on a board like that if the had and K,10 or 10,9 diamond or no diamond because also the turn and river may open up More range possibilities. How does the board and action play out after the flop