Didn't this used to be a "trash cut"? Rebrand them "Dino Ribs" and suckers like me buy all they have.
Same thing with brisket, for that matter. There was an interesting article on Bloomberg a year or so ago showing how brisket prices went from trash to premium. They cite the proliferation of easier smokers/cookers (pellet, kamado, etc.) driving the demand, much less just the overall BBQ trend.
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