Preheat the oven to 225°F. Line a baking sheet with foil for easier cleanup.
Prepare the ribs by removing the silver skin from the back if needed. Pat dry and rub both sides with olive oil.
Mix the rub by combining paprika, chili powder, brown sugar, black pepper, salt, garlic powder, oregano, dry mustard, cumin, onion powder, and cayenne in a bowl.
Season the ribs generously on both sides, pressing the rub in. Let them sit at room temp for 20–30 minutes if possible.
Bake uncovered for 3 hours, meat-side up.
After 3 hours, remove from the oven, flip the ribs over, dot the back side with butter and sprinkle with half the brown sugar. Flip back over, do the same to the top, then wrap tightly in foil.
Return to oven and bake for 2 more hours, wrapped.
Unwrap and finish in a 400°F oven for 10–15 minutes or on a preheated BBQ/smoker for a sticky, caramelized crust.
Rest for 10 minutes before slicing and serving.