They miss the point of the film they're taking all of it from. The aliens in They Live wanted us complacent and content with our lives, while they slowly manipulated us into slaves and transformed our planet into something they could inhabit. Their hidden messages were all superficial facsimiles of ideals, designed to dull the minds of the populace; propaganda meant to turn people in on themselves and stop them thinking. The best propaganda contains elements of the truth, but mingles them with lies and tries to sell you on the whole thing.
The reality is, They Live was a critique of the superficial, trite, meaningless, soul-squishing diet of trivia and jazzed-up "news" that was pushed by the media and political class. It was the same impetus behind the product of The Network, though that took a rather more up-front approach with its criticism, putting it straight into the mouth of the film's protagonist, where They Live cloaked it in speculative fiction. It's as pertinent today as it has ever been.