I'm from Texas and I do know about BBQ. When the owner says his BBQ isn't like others he nails that one right on the head. Last time I was there they used a microwave to heat my ribs and I don't like picking through the sauce to find the food. If that's what you like then you don't know BBQ. May try the chicken next time before I give up and decide to start driving down to Famous Dave's where they actually won something as opposed to sit across the counter and tell me how great they are.
Cocky is one thing but backing it up with a few a wins in Memphis or Reno would put this joint in the same league with the real winners.