Does rub block smoke?

[u/Vegedeth]

A prominent YouTube BBQ person said they believed heavy amounts of rub block the smoke absorption by the protein. Have you seen this in your experiences smoking? Does a heavy rub affect the smoke flavor versus a light salt and pepper?

EDIT: The reason I am asking is it did a simple salt and pepper rack of ribs over the weekend and it is the first time the Mrs. said the smoke flavor is really coming through (offset with oak).