It seems that ice cream has become increasingly about the optics. It's not enough to have a simple scoop in a cone; it has to be in the mouth of a fish, or come with a whole slice of pie. Ice cream rolls fit in with the visually arresting crowd, but there's an elegant simplicity to them that these other Instagram-able dairy desserts lack. If you've never seen a video of them being made, it's quite mesmerising.