Yep, sugarless is the only way to go with beef.
But that yum-yum rub recipe, while good, had way too much salt for my taste (and that of my guests). What a shame - the ribs were very meaty and were cooked perfectly, but that first impression of overwhelming saltiness was impossible to get past. I have a feeling that with way less salt and a couple of other minor tweaks, this rub recipe is a winner. I'm trying it again today with about 1/4 the amount of salt, and I have a feeling I'll be using the same rub for rib roasts and brisket in the future.
Jeff
p.s..This is my first post here. Thanks for everything that I've learned from this great community, and I look forward to joining the discussion more as BBQ season gets rolling.