Aromatic powders and salts with salt and pepper as a basic rub is an old standby of mine that I used this year.
Let the roast get to room temps. Salt liberally with kosher salt. Let set for about 10 minutes to sweat. Garlic powder, onion powder, celery salt, garlic salt, dried onion. Rubbing all in well. Then some finely minced parsley (optional). Let it set for about 20 minutes.
Roast in the oven, WSM, horizontal, etc.
Everybody always tells me how good it tastes and smells.
I make up the au jux and also make up the classic horseradish sauce.
Somehow it's too simple. What I like to do is use finely minced fresh ingredients, and I like that better. But the flavors themselves don't change. It's more a matter of fresh or dried. I.E. paste or rub.
I want to try a marinade style with the 3 rib roast I pulled aside this year