Depends if you want your ribs to taste like pork or the rub. The rub is a "seasoning" intended to inhance the flavor of what it's on, not to be the dominant flavor. I also use a very light coat of no salt rub the night before then a tight wrap with plastic.
The worst example of over use of rub is the Rendezvous in Memphis. All you can taste is the rub.
Enough collective grill space to cook a small herd. KCBS CBJ ECV