Why is my dry rub almost tasteless when the meat comes off the smoker?
Do you just sprinkle the dry rub over the meat and just throw it in the oven straight away? or let it marinate for few minutes?

I let the meat sweat a little and let it take in the spices into it. and surely I make cuts and incisions for the spices to get in the meat.

and there is old saying by my grans you heat the spices too much you lose aroma. so use the rub sparingly few times during cooking.