I have used paste rubs on beef roasts, pork loins/tenderloins/sirloins, pork butts, and CSRs. It isn't better or worse than dry rubs, just different. It concentrates the flavor of the rub. I think paste rubs work best on larger or thicker cuts of meat. I wasn't crazy about it on the CSRs.
Beef short ribs have a lot of great flavor on their own, best tasted if lightly rubbed. I just use SPOG or Montreal Steak Seasoning, and not a lot. A paste rub would mask that natural flavor IMO, unless spread very thinly on the meat.