This topic has been discussed in length before. Ribs have a large surface to mass ratio. Very easy to over rub. I go light on ribs. Save the heavy rub downs for things like pork butts/shoulders, chuckies and briskets. But some people go light on their brisket rubs too.
Modded Brinkmann Gourmet. Basic UDS. Rescued 22.5" OTS. SJS Mini-WSM. Stubbs. B&B Oak Lump.
Cannondale 2009 F8 (for burning off all the great BBQ)