Why didn't he bulk ferment or enrich the cinnamon roll dough?
A friend of mine owned a cinnamon roll shop in the 1990s.
I once watched him make the rolls.
He put all of the dough ingredients–which seemed to include an awful lot of yeast and no enrichment (no butter, no shortening, no milk, no oil)–into the Hobart mixer and mixed the dough very thoroughly. He then rolled out the dough without bulk fermenting it, filled it with cinnamon-sugar-butter, sliced the rolls and panned them, put them in the retarder to proof, then baked them.
These were fantastic cinnamon rolls too.
I suspect his method was simple production protocol, thinking "As long as the rolls have enough sweet frosting, no one will notice it's an unenriched straight dough that's fast-fermented with a ton of yeast." The part of me that remembers how good these rolls were (soft and fluffy), however, wonders if there's a lesson here worth learning, that maybe great cinnamon rolls come from ignoring the usual slow rise rules and, instead, opting for fast-acting high-yeast rapid fermentation.