Per Taste Tester: not gooey enough. Obviously this whole web-celebrity-thing has gone to his head.
I used this recipe from the Food Network, and I did actually use less butter and sugar in the inside of the rolls than was required, which would've created more goo. The recipe is huge, next time I'll roll it out thinner so the layers are flakier, with more cinnamon swirl. And gooeyer.