no, I don't rub. when using a rub, I "pat" it into the meat/mustard/oil and let it "sweat" until all the dry becomes wet.
I think the ham taste comes from too much salt. The meat begins to cure. Some of the rubs are really loaded with salt. Bad Byron's Butt Rub comes to mind. I make my own so I can reduce the amount of salt.
I shake a whole bottle of Tabasco or Frank's Red Hot onto ribs or brisket before applying the rub. Then vacuum seal and refrigerate 24-48 hours. It adds some flavor, but surprising no detectable heat.