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I have to say that some cliches probably were at their inception into common use rather profound. However, being a cliche pretty much dictates that the phrase has been worn out, or past it's prime. A simple example would be: "Beauty is in the eye of the beholder." This saying first appeared in the 3rd century BC in Greek. It didn't appear in its current form in print until the 19th century... We may not think much of it now, but imagining this phrase standing out in a great work of literature to withstand the test of time and still get used seems to lend some credit to the phrase being profound
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