This recipe takes advantage of a different type of cut for beef ribs, one that is popular with South American asadores. The rib bones are cut crosswise - butterflied - so that they lay flat within a thin, steak-like piece of meat that cooks quickly - no long, slow smoking or marinade for these guys. These ribs are one of the first courses off of the grill in a traditional grilled feast called an asado, and though they are seasoned very simply, they are really good.
In the US, you can usually find ribs cut in this way - look for "flanken-style" ribs at the grocery. This cut is also used for Korean bbq ribs (Galbi).