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Why do we do it this way?

I've owned my Large Egg for about 2 yrs - love it!  Working on getting better with each cook.  I'm a long time lurker on the site, but this is my first discussion question.  Please take it easy on a newbie!

My question is this:  When doing steaks, or really any moderate or higher cook temperature, why do we put the rub on BEFORE we put the meat on the heat?  With the exception of salt, most of our rub ingredients are organic in nature - basically dried and ground plant matter.  Plant material burns.  Spices contain oils that will burn, or at least evaporate under heat.  Aren't we losing a lot of flavor by doing this?

To test this before sticking my foot in my mouth on the forum, I tried seasoning a steak after cooking.  Not bad, but definitely not as good as seasoning before.  So why does seasoning before cooking work so well, when it seems we would be burning up all of the good stuff?

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