So a (not very bright Texan) friend of mine was in Austin last week and while going through the airport picked up an 11.5 oz jar of Franklin Barbecue Brisket Dry Rub to give me as a gift. He also bought one for himself. According to Google, the retail on the jar is about $10-12.
Because he's a not very bright Texan (not IR2dum - he's much more smarter than this guy), he didn't bother to read the label ingredients which turned out to be salt & pepper. Not salt, pepper, and spices/herbs - just salt & pepper.
I checked on the internet and, sure enough, it's just a 50-50 Kosher salt/black pepper mix.
I can't believe Aaron (and Mrs. Aaron) market that stuff (especially at that price) - apparently there are an awful lot of not very bright Texans (and presumably not very bright non-Texans) out there.
Jus' sayin'... draw your own conclusions.