Everyone seems to cite different intensities when discussing commercial smoked malts like Weyermann's. I'm not sure why, but I suspect it depends heavily on how long it takes to get to you from the source and how well it was cared for along the way. Of course, it also depends on the gravity of the beer and the other specialty grains present.
Probably not germane to this discussion, but in my opinion, smoked beer doesn't go very well with smoked meat. The smoke in one deadens my ability to taste the smoke in the other. With BBQ, I'd rather have some contrasting sweetness such as you'd get from a Bock or a Belgian Blond or a Tripel.