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This is an interesting question, because as jaded horror fans this question is always in the backs of our brains, fueling our complaining, but is rarely ever addressed directly. I think deconstructing the cliches is always important, taking apart the things that have become tired and uninteresting; Hitchcock did it, Romero did it, Hooper and Carpenter did it, etc. I guess it'd be nice to see some larger-scale revolution like that today. We get some here and there in smaller films, but we're definitely stuck, with few exceptions, in a bad cycle in Hollywood horror right now.
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