Preheat the oven to 300° F
Remove the tough membrane from the back of the ribs. The easiest way is to get one end started with a sharp knife, grip the membrane tightly with paper towel, and tear completely off. Rinse and dry the ribs thoroughly.
Using a large baking pan, place the ribs on a large sheet of heavy duty foil, or two large sheets of regular foil with seam folded over.
Using the rub, apply 1/2 to the meaty side of the ribs, rubbing into the meat. Turn the slab over, meaty side down, and apply the other 1/2 of the rub to the bone side. Rub all over, including the sides and bones of the ribs.
Place a second sheet of heavy duty foil on top of the ribs, and fold the top and bottom foil into a packet around the ribs. Place into preheated oven and bake for 2 hours, or until the meat is pulling away from the bone.
Open up the foil and carefully (ribs are HOT!)cut the ribs into serving size pieces. Cover one side of the ribs with BBQ Sauce (optional) or baste with pan drippings, and place uncovered back in the oven for 10 minutes.
Remove the ribs from the oven, turn the ribs over on the baking pan, coat second side with BBQ Sauce (optional) or baste with drippings, and place uncovered back in the oven for a final 10 minutes.
Let ribs stand 5 minutes. Serve hot.