I've often wondered that too Randy. As for BBQ guys, I would guess they never really give up the whole story but a lot of what they do is known partially because people see them do it. Exactly what is in rubs and that sort of thing I suspect are probably witheld.
That said, with chili competitors, once they win at a certain level, they have to publish their recipes. I met a guy that competes and he gave me his recipe for green chili and I made it. It sucked.

But that wasnt because his recipe was bad, it just wasnt good in my hands. I made some tweaks that made sense to me and it was much better. Sometimes, it isnt the recipe that wins, it is the cook.