Copy and paste from Walt Maxwells book "reflections"
." Contrary to our prevalent, deeply ingrained belief, it is therefore not true that when a transmitter delivers power into a line with reflections, a returning reflected wave always sees the internal generator impedance as a dissipative load and is converted to heat and lost. It can happen under certain conditions of pulse-type transmission; for instance, if the generator is turned off after delivering a single pulse into the line while retaining its internal impedance across the line, the returning pulse wave will be absorbed.
"THIS IS THE PART YOU WANT TO UNDERSTAND HOW THE DIFFERENT ANTENNAS CAN MAKE A POWER READING VARY EVEN THOUGH THE POWER IS NOT INCREASED OR DECREASED FROM THE TRANSMITTER."
" But if a conjugate-matched generator is actively supplying, power when the reflected wave returns, the reflected wave encounters total reflection at the conjugate match point and is entirely conserved, because it never sees the generator resistance as a dissipative terminating load. This is because the source and reflected voltages and currents superpose, or add at the match point, just as if the reflected power had been supplied by a separate generator in series with the source. And since the source voltage is generally greater than the reflected, the sum of their voltages yields a net current flow which is always in the forward direction.6 The reflected power adds to the source power, deriving reflection gain which compensates for the reflection loss suffered at the mismatched termination.