Thanks for the feedback!
Yep, this is not a hot rub. This is my all purpose rub that even the weenies (my wife) can tolerate. I made it that way after taking some sage advice that not everyone likes getting their tongue blasted, but everyone likes flavor. I'm a chile head so all my rubs a few years back tended toward the hot end of the spectrum.
We put it on damn near everything here. Except for when we are trying to dwindle down the supply of other rubs we have on hand!