Cliché expressions and memes have their use in casual human exchange as able to fill gaps in conversation and potentially as a way to make fun of what is a cliché-ridden media.
The reason why thinkers and many creators are self-declared enemies of cliche is that clichés are akin to dead thought and dead energy, all too often falling in the trap of stereotypes and unreflective value judgements on various things.
Clichés are easy and immediately grasp-able, having circulated for so long on a mass scale, and many people do unfortunately think in cliche but that's not to say that some cliches do not contain seeds of truth in them, e.g.
"spend time with the people you love"
"money isn't everything"
"take it easy"
"each to their own"
etc.It's not always clear where and from whom clichés originate but no doubt even clichés were once original angles on the world.