Why are aliens (in science fiction books and film) so frequently depicted with two eyes?

This appears to be true in a huge number of cases – not all, certainly.

Aliens are almost always shown with more-or-less of a normal human face – a roundish head, two eyes, and a mouth a little under the eyes. Noses are optional.

That seems to be a rather narrow, human-centric depiction made by unimaginative cartoonists, authors, and film makers.

Why wouldn’t an alien have multiple eyes—perhaps all around the “head”? Maybe to provide 360 degree vision?

Does a mouth necessarily have to be under the eyes? Couldn’t an alien species have its mouth near what passes for a torso?

Have these fiction-makers used the human metaphor because they want to make aliens appear human like? Or are they lacking in creativity? Or is this was the market calls for?