Beef Ribs

For my second low and slow cook on the bge I decided to try my hand at some beef ribs.  I'm not even 100% sure that I've eaten beef ribs before, at least not like these.  I know I've had beef short ribs, but these ribs from the chuck were looking pretty unfamiliar to me.  No matter, I followed my standard beef smoking procedure.  I know that dalmatian rub is really popular for beef, but I like a little more spice in mine, so I make my own rub.  I call it catahoula rub; 1 cup each salt and pepper, 1/2 cup dried parsley, 1/2 cup dried basil, 1/4 cup best quality chili powder you can find.  I slathered them in cym and covered them thoroughly in catahoula rub, stuck them in at 250°F and went to bed.  7.5 hours later I pulled them off.  The exterior of the rib is too tough, but they still fall apart when you pick them up and the inside portions are like butter.  I'd give the taste 10/10, but next time I may go lower and slower to try to get a more tender bark.  Any suggestions? 

Click here for pictures -------> http://imgur.com/a/6Bxdy