I have over done it a few times. Either with a bad experimental blend or just over doing it. I find that my preferred method is a light rub before firing the pit up. Let the meat sit with the ceiling fan on, to aid in creating a pellicle. Then a second light layer over the pellicle. This lets me use the pellicle, which is a little sticky, to hold the second layer of rub on. Gets a better surface texture.
I'm feeling bearish, and I'm packing a Wusthof Grand Brisket slicer from MABA
"perhaps...but then again...maybe not..."