In the words of Bill and Ted, Flaubert (author of Madame Bovary) was a righteous dude. Apparently, he loved collecting cliches because he believed those who used them were idiots. Flaubert argued that to go beyond the commonplace through a conventional vehicle signaled intellect abuse. Cliches ( eh, spelled wrong because can’t get accent on e with an iPad) indicate the inability to think for oneself.
As Professor Roth from Wesleyan University notes,
When people think they’ve gone beyond the commonplace, that’s the time to really be suspicious.