I assume this roll is named after the brand of cream cheese that can be used. Those who like lox and cream cheese on a bagel will probably like this roll as well.
Cream cheese sliced into 1/4 inch square strips
Lox or slightly smoked salmon
About 1/2 cup sushi rice
1 sheet nori
Apply sushi rice over the nori as in the other rolls. Arrange one layer of lox in a strip about 1-1/2 inch from the bottom. Arrange the strips of cream cheese on top of the lox and then cover the cream cheese with another layer of lox. Roll in the typical fashion and slice into 6 pieces with a wet sharp knife. Serve with the normal condiments.