I find the BRITU way, way too salty....I am a convert to Kevin's method, leave out the salt altogether, salt the meat, let sit, then add the rub.
Careful with too much sugar, as it will burn if exposed to too high of a heat.
Check out "Butt Rub for Jane" in the rubs section, just decrease/adjust/ the chilis to decrease the heat, add a bit more sugar. The complex flavors in this rub are really great...I've tried it on butts, ribs, steaks (especially good on steaks using reverse sear).