Granular media take on great importance in industry and geophysics, posing a severe challenge to materials science. Their response properties elude known soft rheological models, even when the yield-stress discontinuity is blurred by vibro-fluidization. Here we propose a broad rheological scenario where average stress sums up a frictional contribution, generalizing conventional $mu(I)$-rheology, and a kinetic collisional term dominating at fast fluidization. Our conjecture fairly describes a wide series of experiments in a vibrofluidized vane setup, whose phenomenology includes velocity weakening, shear thinning, a discontinuous thinning transition, and gaseous shear thickening. The employed setup gives access to dynamic fluctuations, which exhibit a broad range of timescales. In the slow dense regime the frequency of cage-opening increases with stress and enhances, with respect to $mu(I)$-rheology, the decrease of viscosity. Diffusivity is exponential in the shear stress in both thinning and thickening regimes, with a huge growth near the transition.