This rub is reportedly by the Food Network. Reported in a comment.
“The best rub I’ve had was on Food Network and is called Cowboy Steak Rub. It’s 1 TBSP kosher salt, 1 tsp black pepper, 1 tsp ground thyme, and 1 tsp ground coffee. Sounds weird to use coffee, but with a big steak, it won’t overpower anything. Marvelous.”