They're probably intending for it to be served in the traditional Memphis manner, i.e. on a bun, which stretches the meat a bit further. Oddly, while the Germantown Commissary (which provides Williams-Sonoma's 'que) makes excellent ribs, their sandwiches kinda stink, and your $80 can buy Hanukkah ribs from Rendezvous, Corky's or Interstate delivered via FedEx to your doorstep without Williams-Sonoma taking a cut.
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