Seems the concept of having fluid relationships is appealing for querying but not structuring/storing... which seems like a disconnect.
I have only seen a few Neo4J systems in serious production workloads and they were ALL on logistics... I'm not sure that it's being positioned (or interpreted) as a nice simple solution to start out on.
Edit: I just checked out neo4j "bloom", and it's definitely a good way to make graph more accessible - they should continue to build further on it.