Cut it in half, or smoke/cook it whole?
I'm thinking in half, easier for consistent cooking, and I can season the two halves differently.
I'd say it depends on your crowd. My family goes crazy for the end cut with all the seasoning so I have cut them in threes to provide more end cuts. Kind of like smoking a 10 pound butt in two pieces to get more bark.
How many bones is it? I am by no means a butcher but as you move through the ribs the roast can change a little so you might want to cut it so you have a fatty piece and a lean piece since they might cook differently.
YEP...Knowing your guests likes helps. Between those that like End Cuts and more cooked than Med/Rare, cutting may make sense. From experience the Chuck end is fattier but if left whole it will cook to a uniform doneness. As a Cheffie Student, my first job was in a restaurant that specialized in Prime Rib...JJ