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I've begun to recognize "unnecessary GraphQL" as a code smell, and one usually indicative of wider architectural problems in a project.

I have yet to be wrong in immediately steeling myself for the worst the second I see the word.

What would you consider to be "necessary GraphQL"

Nothing. But the utility it provides is a unification layer for heterogeneous data sources to enable ad-hoc queries on the consumer side.

Are you Facebook?

Pretty much this - I can see why Facebook use it but I wouldn't have gained much from GraphQL in any of my jobs.