I tried putting on rub (as seen on TV) very heavy, and rubbing it in, then wrapping over night, ass well as just before smoking. ICK! Nasty ribs!
All you could taste was the rub crap!
Then I tried dusting them the night before, wrapping them overnight again. Better, but still too much rub flavor.
Now I only sprinkle a coating of my homemade rub on them to cover just before smoking. Both sides, but lighter on bone side.
Let dry about an hour before putting into smoker.
I've completely quit try to pull membrane off anymore too. Too much trouble. I score it in diamond pattern about 1/2" scores, and then straight across a few times. No one has ever complained on toughness.
I prefer to do my ribs un-foiled the whole time, but depending on my mood, or timing, I do foil from time to time. Both ways are good.