I would say the 1/4 cup does pack a punch. Its really a question of "how much" rub are you putting on. For example on a pork butt - this is fine - pack it on thick for a nice bark.
For ribs, I personally love it; however as a litmus test my wife won't jump up and down for that much... and my 6 & 8 year olds will eat it but ask for milk ;-)
My point being its not tough... but i fyou have heart burn, GER, or are looing to serve a crowd.... I would sprinkle it on the ribs versus dousing it.