Now, beginning at the end farthest from you, roll the rectangle tightly towards you. Use both hands and work slowly, being careful to keep the roll tight. Don’t worry if the filling oozes as you work; that just means the rolls are going to be divine. When you reach the end, pinch the seam together and flip the roll so that the seam is face down. When you’re finished, you’ll wind up with one long buttery, cinnamony, sugary, gooey log.