Interesting, thanks for posting the article. You know what's funny is (based on Franklin and a bunch of others) I started using just S&P instead of all the various rub concoctions a few years ago and I really like it. My last couple of steak & tri-tip cooks I've experimented with adding some roasted garlic and may try a brisket like that, but for now I'm happy with S&P.
Weber 26.75 OTG w/CI grates & SJ/WSM Mini
Home built 24"x72" reverse flow stick burner trailer with 18"x44" grill w/CI grates and upright SS gas oven/smoker.
Home built 48" fire pit with a 30"x30" Santa Maria style ranch grill.
Home built lump charcoal retort, iGrill & a bunch of other cooking toys.