I wish the ingredients list was a little more explicit on the spices list. I've got a cupboard full of rubs that have "spices" that I don't particularly care for but don't know they are in the rub until I purchase it.
Same for me. I've mostly got rubs that people gave me, most of them I don't care for. One thing I don't want in my rub is "smoke flavoring" (it's fine for grilling or baking, not for smoking), and many rubs have that. I also don't care for a strong celery flavor in my rubs. I make almost all of my own rubs. Not only does it allow me to control the flavors for the specific cut of meat, I can control the heat, and also the salt. If I'm brining something, I don't really want salt in the rub. The only rub I use occasionally is Famous Dave's original, and that's only on ribs and sometimes unbrined butt.