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Originally Posted by GloryDayz
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That's entirely valid, but it comes down to personal taste.
The guy in the film even specifically mentioned the particular reasons he chose soy as a thinner binder with a strong umami.
Just make sure that's the flavor you're after. I'm not a particularly picky eater, but vinegar/mustard is not my favorite pairing with beef or pork. If I want that sharpness, I'll go straight to peppers for the heat.
It's not as bad as lemon-pepper in that regard [sharp/sour], just something you want to be judicious with.
Also, regardless of your choice of binder, keep mindful of how it coordinates with your rub. The two should enhance each other, not counteract.
As coop mentioned, mayo is a good neutral choice if your main aim is to highlight the flavors of the rub itself.