And I'm certain many would agree with you. Though I appreciate the style of NC Q (I've eaten at dozens of Q joints in NC), I find it--taken by itself--marginally passable. To me, it lacks character, and certainly depth, and absolutely requires sauce. I go to the NC places for the character of the place, not the meat. I have the same problem with the much-lauded central Texas places and their brisket. Very moist, very tender, and wholly lacking in interest--again, to me. (At Kreutz they don't even have a sauce--just the horrid Texas Pete's hot sauce (from NC no less!)--and no sides. In both cases neither the smoke nor the salt (and pepper) do much to elevate the meat from bland and 'excellent' is not an adjective that springs to mind.
So--now that I've alienated the NC and Texas Q devotees--Al:
A Zassenhaus won't grind chilies effectively. For that you'll need an electric coffee grinder--the blade type. I'll give you suggestions for doing it with purchased already-ground chilies. (If you decide you're on a rub development mission I'd recommend a blade grinder. Not only can you grind chilies in it (which are best pan-toasted first to dry them further and really boost their flavors) but it's good for briefly grinding the mixed rub (in many cases) to even out the texture of the coarser spices, herbs and sugar.)
This will make more than you need but is easier to write this way as some of the smaller amounts are rather small. Feel free to halve the recipe, if you wish, although if you make the full batch and decide you want to alter the remainder it is quite easy to do on the fly.
Chile blend:
3 T ancho, 2 T guajillo, 1 T hot New Mexico (red)
or
3 T ancho, 2 T guajillo, 1 T cascabel, 1 t cayenne
or
2 T aji amarillo, 2 T ancho, 2 T guajillo
(all these chiles are available in whole or ground form from
here; these are just a few of the many possibilities, both in chile type and in proportional quantities)
1/4 c turbinado sugar
1/3 c granulated onion
1/4 c granulated garlic
3 T thyme (grind well between your fingers)
1 t rubbed sage
.5 t powdered bay leaf
1.5 t ground white pepper
1.5 t ground black pepper
1.5 t ground allspice
1 t ground coriander
.5 t ground cinnamon
T=tablespoon t=teaspoon c=cup
Salt: Place your ribs in front of you. Imagine that they are cooked already, but with no salt. Sprinkle salt on the ribs (both sides) in the amount you would had they been served to you this way. Allow them to sit for several minutes to allow the salt to draw moisture to the surface; apply the rub over the salt.
Do your best to make sure that the rub is evenly blended. Application quantity depends on you. For spares I like a nice even application that's slightly heavy; for backs, because they're thinner, less. For butt (that will be pulled) I apply on the heavy side, wait several minutes for the rub to moisten, then apply more. This is not a rub I'd use for beef or poultry without alterations.
Of course, amounts can be scaled to taste. Cayenne can be added if more heat is desired.
Eye-balling the amount I'd say this rub comes in at ~16% sugar as opposed to the many of 30-75%(!).
See what you think.