Let's put some numbers on this to make it easier to follow. We'll assume that you own one share of stock that you purchased at $100 and that you have held the stock for at least 30 days. Your cost basis is $100.
Now, on "Day 1," you sell the stock for $90. Your cost basis of this share of stock was $100, so you have a $10 loss. If you did nothing else, you would be able to deduct this $10 loss on your taxes.
However, on "Day 3," the stock price rose, and you purchased the stock at $110. If we didn't have any wash sale rules, you would have a $10 loss on your old position, and the cost basis on your new stock position would be $110. However, this does indeed trigger the wash sale rules, so you won't be able to deduct the $10 loss. But you still did indeed lose $10. Instead of deducting the loss, you get to add the loss to your cost basis. So the cost basis on your new position becomes $120 instead of $110. You don't get to deduct the $10 loss now, but you get $10 worth of free gain (or $10 of extra loss) when you eventually do sell this stock for good.