Literally, "rolls". At 22 pounds, the new Wagon Wheel, a cow's milk cheese, is huge compared to the typical Cowgirl under-a-pound-each size of this justifiably-famous artisan California cheesemaker's other excellent cheeses. An article in the San Francisco Chronicle details how it came about--ostensibly, to replace the need for famed restaurauteur Judy Rodgers (Zuni Cafe) to order imported Italian Asiago for her restaurant.
It's a good read:
http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2011/03/04/FD801HNT1Q.DTL