I wouldn't say jump scares "aren't clever." The best jump scares work as well as they do because of the suspenseful build-up. Often that involves intelligent use of sound (or lack thereof), carefully framed camera angles, and more. I think of the infamous bathtub scare in Eternal Darkness -- it worked so well because you're slowly trained to expect subtle changes in the mansion between chapters. At first you're not sure if anything is actually amiss, but soon enough you feel like you're actively being watched. A lot of that has to do with the way the game builds up the antagonist to be omnipotent.