Preheat the oven to 300°F (150°C).
Pat the beef ribs dry with paper towels. Rub with olive oil.
In a small bowl, combine the kosher salt, black pepper, smoked paprika, garlic powder, onion powder, chili powder, and cumin. Sprinkle evenly over all sides of the ribs.
Place the ribs in a large roasting pan or on a foil-lined baking sheet.
Pour the beef broth around the ribs.
Cover tightly with aluminum foil and bake for 3 to 3½ hours, or until the meat is fork tender and pulling back from the bones. The internal temperature should reach approximately 200–205°F.
While the ribs cook, prepare the glaze. In a saucepan, combine the barbecue sauce, guava jelly, apple cider vinegar, lime juice, Worcestershire sauce, Dijon mustard, garlic, smoked paprika, chipotle powder, onion powder, black pepper, and optional brown sugar.
Simmer over medium-low heat for 5–7 minutes, stirring frequently, until smooth and glossy.
Reserve ½ cup of the glaze in a small bowl. Stir the butter into the reserved glaze until melted. Set aside for serving.
Increase the oven temperature to 425°F (220°C).
Brush the ribs lightly with the remaining glaze and bake uncovered for 5 minutes.
Remove the ribs and brush with another layer of glaze. Return to the oven for 5 minutes.
Brush with a final layer of glaze and bake for 3–5 minutes more, until sticky and caramelized.
For extra charred edges, broil briefly just until the glaze begins to bubble and lightly char.
Let the ribs rest for 10 minutes before serving.
Serve with the reserved butter-enriched guava BBQ sauce.