What do you think makes Horror interesting and not cliche in Horror Stories?

Horror is SUPPOSED to be horrific - if the movie or story is NOT horrific and surprising to the audience, you have not made a 'horror' movie.

I read a lot, and used to read horror as a kid. My favorite horror writer would have to be H.P. Lovecraft. He might be a little on the Wordy side - but he could always deliver the surprise and horror, unlike many modern writers.

A nut-job running around with an axe or chainsaw just doesn't do it for me. That's just some psychotic criminal with inventive weapon choices. But - a creature able to drive someone slowly insane just because that person has seen some carved images that aren't quite 'right' ... that's creepy and open for a LOT of interesting things to happen before the insane character meets whatever end is coming.