It's the only rub (and rub recipe) I've seen that doesn't include black pepper.
Bad Byrons Butt Rub primary ingredient is black pepper and traditional Texas brisket and short ribs use a lot of black pepper in the rub - It's normally just salt and pepper as adding things like garlic powder is considered mighty fancy
I've been using a mix of black pepper, white pepper and lemon pepper in my beef rubs, which I think adds a nice flavour.
Here's a typical Texas brisket rub from amazingribs.com;
3 tablespoon coarsely ground black pepper
2 tablespoons table salt
1 tablespoon granulated white sugar
1 tablespoon onion powder
2 teaspoons mustard powder
2 teaspoons garlic powder
2 teaspoons chili or ancho powder
1 teaspoon chipotle or cayenne powder
Do you make your own rubs Ed?