Don't get me wrong, JSONB is great but I see a lot of people simply slap on a JSON column to anything that requires more complexity without trying to first solve it through RDBMS relations.
A lot of teams already have their data sitting in Postgres, Mongo, or a lakehouse. Spinning up a separate graph database just for traversals often means duplicating data, building pipelines, and keeping two systems in sync. That’s fine if you need deep graph algorithms, but for many workloads it’s overkill.
What some folks are exploring now is running graph queries directly on top of their existing data, without having to ETL into a dedicated graph DB. You still get multi-hop traversal and knowledge graph use cases, but avoid the “yet another database” tax.
So yeah...graph databases are great, but they’re not the only way to model or query graphs anymore.