Moist rolled pin-wheel cake

Ingredients:
3/4 cup all-purpose flour
1 cup white sugar
1 teaspoon baking soda
2 teaspoons pumpkin pie spice
1 cup pumpkin puree
3 eggs
1 teaspoon lemon juice
2 tablespoons confectioners' sugar
1 (8 ounce) package cream
   cheese, softened
1/4 cup butter
1 teaspoon vanilla extract
1 cup confectioners' sugar

Directions:

1) Preheat oven to 375 degrees F (190 degrees C). Grease
   and flour a 9x13 inch jelly roll pan or cookie sheet.

2) In a large bowl, mix together flour, sugar, baking
   soda, and pumpkin pie spice. Stir in pumpkin puree, eggs,
   and lemon juice. Pour mixture into prepared pan. Spread
   the mixture evenly.

3) Bake at 375 degrees F (190 degrees C) for 15 minutes.

4) Lay a damp linen towel on the counter, sprinkle it with
   confectioner's sugar, and turn the cake onto the towel. Carefully
   roll the towel up (lengthwise) with the cake in it. Place
   the cake-in-towel on a cooling rack and let it cool for 20 minutes.

5) Make the icing: In an electric blender or with a wooden
   spoon, blend cream cheese, butter, vanilla, and sugar.

6) When the cake has cooled 20 minutes, unroll it spread
   icing onto it. Immediately re-roll (not in the towel this
   time), and wrap it with plastic wrap. Keep the cake
   refrigerated or freeze it for up to 2 weeks in aluminum foil.