One of my complaints about store bought rubs is that the ingredient list isn't very detailed. Sugar, salt and spices. Well, I've got a cupboard full of rubs that I never use because they have chili powder in them, not a fan of chili powder in my rubs. I have found a couple of commercial rubs that I really like as a base rub and then I just start adding my own spices and sugars to make it my own. Buying in bulk from Amazon Prime has made the base rub pretty economical.