I made rubs for years never reaching the Apex I was reaching for. After many years I tried a commercially produced rub from Oakridge BBQ Rubs, it was an eye opening experience. I no longer make my own rubs...
However, individual tastes are too subjective to have a "one rub fits all". If everyone had the same taste and preference we would find only one rub on the shelves.
The like or dislike of any rub is a matter of personal taste. Taste is very subjective to so many influential factors;
Culture - Our nationality and culture defines specific types of cooking which uses specific flavors and spices. (IE: Italian, Asian, Spanish ect)
Region - In the United States, as well as around the world, different regions are know for different tastes (IE: Cajun, Southwest Tex-Mex, ect)
Personal - Personal tastes are as diverse as the day is long. Some like sweet, some like salty, some like heat, and others in combinations.
Personal tastes and like are the most subjective factors in creating a good rub. Because personal tastes are so diverse, you may love the rub, but others may dislike it.
I also understand that some make their own rubs for health reasons; no-sugar rubs for a diabetic or no-salt rubs for those who can't have salt. There are even others who have allergies and have to have complete control over what ingredients can and cannot go into the rub. There are a multitude of these types recipes on the web as many share the same health issues throughout the world. Some like to make rubs because they want specific ground peppers and higher heat levels in their rub. There are others that grow their own spices, grind them to specific screens, and and make pure organic rubs. There are a few here who do just that and I admire them for their commitment to purity.
Yes it's true. with a commercial rub, it was mixed in commercial environment, BUT with much higher quality control standards. The main difference is that commercial processors order specific varietal types of spices from specific areas/regions of the world to achieve an apex of flavor. To use a simple example I'll refer to cinnamon; Most people who buy cinnamon from the store probably have no idea where it comes from and how it compares to other types of cinnamon, especially in flavor. There are four major varieties of cinnamon - Ceylon, Cassia, Saigon, and Korintje; each having a unique flavor, these varieties can also change in potency and in flavor depending upon the area they are grown, thus creating additional types of cinnamon (Each also varies drastically in Coumarin Content and essential oil). Cinnamon purchased at the store is most likely the common Cassia cinnamon, which comes from the plant "Cinnamomum Cassia" that is widely and commonly grown throughout China, but your bottle is just labeled as "Ground Cinnamon". Different types are available from some providers, but they cost more because they are revered for their specific qualities.
https://www.spicesinc.com/t-searchresults.aspx?keywords=cinnamon
The bottom line is that making multi-layers of flavors in rubs at home is not an easy task. But as long as one is happy with the final product that is all that matters.