I used to be an extreme rub freak. (in more ways than one, giggity)
I was making my own rubs in large quanities back in the early 2000s.
By 2010 I was catering bbq every other weekend or so and my bbq rub had really evolved into something I was proud of.
It was a pain, and it was expensive to make. I started getting a bit lazy and using some well respected commercial rubs. No one really complained. I was mostly using bbq 3000 from Penzey's (which is also pretty expensive)
Then one day I tried all the rubs from Simply Marvelous. Back then it was a small operation. My wife, kids, and myself fell in love with Sweet Seduction by Simply Marvelous.
I did a big catering job for a friends daughters graudation party and I decided to do half and half. 4 butts with my rub, 4 butts with Sweet Seduction.
Hands down, 80% of the people preferred the sweet seduction over my own. I was a bit hurt, but it was a learning for me.
I started using sweet seduction exclusively and my little catering business got to be so busy that I had to stop (for legal reasons)
I still make my own rubs, but they usually start with a high quality commercial rub.
Simply marvelous: sweet seduction, cherry, pecan, peppered cow are all AMAZING
Big Poppa Smokers: Money, Sweet Money - Freaking BITCHIN!!
Oak Ridge BBQ has some magical rubs too
My advice: don't get cocky. try some of of these respected rubs and be prepared to get blown away.