Instead of icing, for Philly style cinnamon rolls, you can mix a double amount of the brown sugar with an equal amount of soft butter and a good dash of cinnamon, then spread it on the bottom of the baking pan and on the inside of the roll before you roll it up. When baked, this turns into a lovely sticky syrup, and to cool the rolls you flip them out of the pan while still hot and let the syrup ooze all over the plate.
I'm lazy and I don't like washing another set of beaters.
Edited to add: Oh yeah, and you can substitute white sugar and finely grated orange or lemon peel for the brown sugar/cinnamon to make citrus rolls. Dried blueberries and cranberries instead of raisins are another good substitute. And if you do the syrup mix thing, you can also layer snitz (dried apples) in the pan before putting in the bread rolls if you're not that into raisins.