Dude! You in the Charlottesville area?
What's pretty funny is my wife thought BBQ Exchange was too smokey! That was some years ago when they first opened. I was never super impressed by their food but then again, its been years. I DID think it was cool that they had a variety of their own house-made pickles.
Mission is not bad but like you said, "for the masses", and that place is usually filled by the masses (also at least back when they first opened, haven't been back in some time) which I'm not a fan of. Don't care for packed restaurants or crowds in general.
I dont smoke a lot of stuff these days but starting smoking myself about a decade ago, first with soaked wood on the grill then moving up to the fairly entry level MES30...well that ruined me for most Q places. Now I was comparing my pulled pork, ribs etc. with every Q joint I ate from and found out I was apparently pretty good as a novice compared to these "pros". Of course I'm not smoking "for the masses" either so maybe that makes a difference...a lot lost in the volume. I have never even been impressed with the famous "Lexington BBQ"...these places are way overrated to me now.
For what those places charge for pulled pork and ribs, I just started NOT patronizing them. If you are in the C'Ville area and are a Sam's club member, I just stumbled on packaged pulled pork there. I was looking for something "easy button" to take to a reunion buffet line and BAM, there it was. A 2lb pack for $11. Yep $5.50 a pound. The Q places are as much as $16 a pound. And this is un-sauced pork which is hard to find. Usually in the stores its drenched with some sickeningly sweet sauce. Is it as good as mine? No, but talk about an easy button! And its as good as most Q places I've tried in my opinion.