The easy answer is that Graph Builder isn't a curve fitting application, only a graphing application.
The second easy answer is that they should transform their data to a 0 to 1 scale. that way the upper and lower asymptotes are constrained by default.
The third, not quite as easy answer: Simple curve fitting with the hill model is in Fit Curve, and in Non-linear you can control the parameters.
JMP Systems Engineer, Health and Life Sciences (Pharma)