That was the exact issue Google found itself in. Every OneBox had their own backend, which meant many different teams were involved in running and maintaining t

That was the exact issue Google found itself in. Every OneBox had their own backend, which meant many different teams were involved in running and maintaining them. Now, with the graph serving system in place, all they need to do is to slap a new UI for the vertical, while the backend remains the same. Of course, there's real effort involved in building a new UI for the vertical, but it's a lot smaller compared to building a whole stack for each vertical. Not to mention, just the movie vertical itself has many "types" of data. Movies, Actors, Directors, Producers, Cinematographers, etc. -- all of these have different properties. By the time one is done flattening all of these into relational tables, they've built a custom graph solution -- which is what happens repeatedly in companies.