Phil's awake-a-steak rub has coffee in it and is very good!
As far as updating BBQ I understand why. People now want to try new and hip things. I crack up when I go to some sushi places and try some of the new rolls they invent. Sometimes there is just too many different flavors going on IMHO. The whole experience becomes muddled. I consider BBQ the same way. Traditional flavors that are always good, what you expect, and never disappoint are what I like.