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Personally I believe that Prime Rib is such a good cut of meat it doesn't need much in the way of seasoning. I just use salt, pepper, and a little garlic. Some people like to add some fresh rosemary as well
I have only done one but I did as these guys suggested and only used salt, pepper, garlic & onion pepper and it was awesome! I don't know that I would care for a sweet rib/butt rub on my prime rib.