While SUSE currently offers products only with some kind of regular release cadence, it is increasingly common for software projects of various sizes to have development & support models that are more easily described as 'rolling'. This phenomenon is impacting the expectations we now see coming from our customers and partners, and thusly does impact even our most conservative and long-legged products. This talk will discuss some of the benefits and weaknesses of this reality, and posit some opportunities if we adopted a more 'rolling centric' mindset in how we develop, build, and possibly eventually release our products and software components.