My first time at Franklin, I went up to chat w Stacy (Aaron's wife) when the line died off. Aaron had just gone home unfort... I bluntly asked about the s$p rub and she smirked and said of course that's all. Her face was riddled w sarcasm. I prodded more about what they do and got the same smirking response. This was when the first opened the brick and mortar store.
Essentially, he's doing more than just lightly placing s&p on a brisket. I understand the site admin saw him do a simple rub at a festival, as I'm sure he would in the public. I've done salt and pep a ton with great success. you'll never ruin a brisket w just salt and pepper.
I just don't buy his mantra of salt n pepper.