[Smoke House Moe]

A salty sweet combo is ideal. You don't have to do this with beef, but it usually works.
I used to do my steak with just s&p. I created steak rub that has turbinado sugar on it, and the depth of flavor is unbelievable.
It really comes down to your tastebuds, and you are not wrong if you don't like sugar as much as the next guy.