when people avoid the bark because it is too peppery, you need to modify the recipe.
My father has a saying that he keeps reminding me, it is "cook to your crowd." If it something that your consumers don't like, CHANGE IT to suit their taste.
Personally, the rub on the Mr.Brown is pretty far down my list of favorite rubs.
First... I like to sprinkle rub into my freshly pulled pork/beef. This stuff just isn't made for that.
Second... This is going to sound a little odd, coming from a guy that has over 200 chile plants in his yard, but I like flavor over heat.
The Mr Brown rub, imho, doesn't have enough flavor. If I wanted it hot, I'd rather omit the vast majority of the pepper and replace it with various chile poweders. A chile has a much more complex flavour signature than black pepper.
Actually, one of my favorite commercial rubs at the moment is OBQ Sweet and Heat with a little heat added to it. Also, Blues Hog rub with heat added is outstanding.
I generally use Habanero powder or chipotle powder to add the heat. A good commercial powder, with a good flavour signature, for adding heat is
Attitude Adjusting Hot Stuff.