That's why Texas BBQ dry-rubs don't include any sugar of any sort. A little heat will carmelize it, but it burns too quickly. Some people try to turn meats into hard candy, and I just don't get it. If I grew up further SE, maybe I'd feel differently!?!?!
I like dry rubs on pork shoulders, butts, beef briskets, and some poultry followed by vinegar based sauce on the pork and mustard based sauce on the poultry and a tomato based sauce on the beef - but with ribs, I like the sweeter sauces.
It's all about balance - TX sauces are a lot sweeter than Carolina sauces too - I've never settled with one, I play both sides of the BBQ fence.
I'd say though when I've been in TX the beef is phenominal, but the Carolinians sho' can cook a pig.