The miracle that is artic roll

Guess what's back - yes, the artic roll. I had one yesterday in fact!
For those of you unfamiliar with this miracle in a box - it's sponge cake wrapped around ice-cream and jam. They used to sell them by the truck load back in the 80's but they stopped making them when demand dropped off. Now we're in a credit crunch, and everyone wants cheap and imaginative ways to eat sugar, they've started up again.
I'm pretty sure as a child you used to cook these. Apparently the sponge cake acts as an insulator and stops the ice cream from melting, however, I can't find a recipe anywhere that involves putting the whole thing in the oven, so I'm not sure if I made it up...
It is pretty amazing stuff though - well it was when I was a kid, the one I had yesterday tasted like carpet. I could never figure out as a child why they didn't use sponge cake more widely as an insulator. Surely if it can keep ice-cream frozen for 20 minutes in an oven, it would make a great fire retardant. We should all be putting it up instead of wall paper to fireproof our homes. In fact, I might give that a go this evening...

Anyways, it's Tuesday again, my least favourite day of the week. I cheered myself by applying for a new job this morning - anything beats the one I have.