Combine the milk, oil, and sugar in a large pot and place over medium heat until just before boiling. Turn off the heat and let the mixture cool until just warm to the touch, about 105-110 degrees F.
Sprinkle the yeast over the top of the milk mixture and let sit for 1-2 minutes. Add 2 cups of the flour and stir until an evenly combined dough has formed.
Cover and let sit on the stove to rise for about 1 hour. Check after 30 minutes to make sure it is rising. By the end of the hour, it should have doubled in size and smell yeasty.
Add the remaining 1/4 cup flour along with the baking powder, baking soda, and salt, and stir until completely combined. The dough should be easy to handle and not sticky. If it is sticky, place the dough in the fridge for an hour, and it should be much more pliable.
Roll out the dough on a floured surface to about a 12×8 inch rectangle. It helps to dust flour over the dough and your rolling pin before you roll it out to ensure it doesn't stick. Spread the melted butter evenly over the dough, then sprinkle half the brown sugar over top, followed by half the cinnamon.
Starting with the long edge farthest from you, roll the dough towards you, moving your fingers evenly back and forth along the dough, until it is tightly coiled with seam down. Cut into 8 even rolls with a sharp knife or unflavored dental floss, and place in a greased pie plate or 9-inch round cake pan.
Preheat oven to 375 degrees F. Let the rolls rest on the counter for 15-20 minutes while the oven preheats, until they are slightly puffed. Bake for 20-22 minutes, until golden brown. Make the cream cheese icing while the rolls are baking.