I thought I had created with one of the best dry rubs known to man until I decided to do a blind taste test with my friends. I prepared 6 slabs in total. 3 slabs contained my rub and the other 3 were seasoned with the all purpose rub from the Pit Barrel cooker co.
Everyone was amazed by the all purpose rub.
I admit that it does unlock the flavor of the meat. Very tasty, and it doesn't require a generous coating to get the job done.
I'm impressed.
My opinion is that both PBC rubs are good but too salty. A lot of people love them.
One thing you may try to do to improve your rub is the type of salt use. It can make a HUGE difference. Regular table salt or kosher salt has been bleached to get the pure white color and actually diminishes the richness of the salt.
Try a natural mineral salt. I use Himilayan pink salt almost exclusively for cooking, table salt, and for rubs. It has a much richer taste. You would find you don't need as much for sprinkling at the table. For your rub it may enhance the flavor considerably.