Let's say that the pot odds you're being offered are close, but on the short end (like you said, 10-1). If you KNOW your opponent's hand (set of aces), I think it's definitely a winning move to call a bet. With a monster like that, he will surely lose at least
another big bet, if not two, if you hit your straight.
Look at the "worst case" scenario, where only one of your hole cards help the straight, like this:
He has AA
You have K4
On the board, you have AJT 9
The pot is offering you 10-1 - you should call. If you hit your straight (a queen), it will not be "hidden." In fact, it's pretty obvious that you could have a straight. But look at it from his point of view: If the queen falls on the river, he may check, you bet - and he will be getting 12-1 on a call. He absolutely has to call here, in the rare case that you're bluffing
or betting a weaker hand. So even when the straight is extremely obvious, he will still pay you off enough (an 11:th bet) to make the call on the turn worth it.
Now let's say that you have 98 instead, and the board is AT6 2. Here you easily
have the implied odds to call. If a 7 comes, you will win at least one more bet, more than likely two, and quite frankly - that river could get capped, winning you 14 bets, for the price of 1.
However, it's not often you can know that you have such a strong hand against you. Your implied odds go up tremendously in the times you know that you do, though.