Lyft’s “Amundsen” metadata system is an example of how knowledge graphs are spreading throughout companies with grass-roots projects. It’s all part of winning hearts and minds, in the view of Neo4j, the San Francisco startup spreading the religion of graphs.

Most enterprise software has a contingent of zealots, people so steeped in the technology that they are convinced it is the be-all and end-all, or those who have taken so many certification exams that it’s all they know. The lovers of the knowledge graph seem of a bit deeper kind of persuasion.

“I stumbled on the idea of looking at complete networks of relationships, as opposed to individual elements, and I fell in love with the idea,” says Amy Hodler, who is the analytics and AI program manager for Neo4j, a 12-year-old San Francisco startup that sells a database program of the same name, in which objects to be accounted for are represented as “nodes” in a network graph, joined by “edges” representing their acquaintance.

Read more: