I purchased this pure charcoal powder several months ago, and I've used it a few times for an oven-baked brisket rub, basically a homemade version of the product you linked. It has a bit of charcoal flavor, but it's not very intense. It's extremely fine, and does not have an unpleasant texture when eaten. I continue to use it mainly for looks, I just think it's kind of neat that it makes my oven brisket look like it's been smoked for hours. My only warning is, it's extremely messy and stains everything it touches including your hands. As i mentioned, it is so fine that just stirring the rub together sends a cloud of charcoal dust wafting across the kitchen.