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Weigh your flour; or measure it by gently spooning it into a cup, then sweeping off any excess. To make the dough, mix and knead all of the ingredients together — by hand, mixer, or bread machine set on the dough cycle — to make a smooth, soft dough.
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Place the dough in a lightly greased bowl, cover the bowl with plastic wrap, and let the dough rise until it's doubled in bulk, about 90 minutes. If you're using a bread machine, allow the machine to complete its cycle, then leave the dough in the machine until it's doubled in bulk, perhaps an additional 30 minutes or so.
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Gently deflate the dough, and divide it into 16 large balls, or 24 smaller balls. Round each ball into a smooth roll.
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Place the rolls in a lightly greased 9" x 13" pan. Cover the pan with lightly greased plastic wrap, and let them rise for 1 1/2 to 2 hours, until they're quite puffy. Towards the end of the rising time, preheat the oven to 350°F.
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Bake the rolls for 20 to 25 minutes, until they're golden brown and feel set. Remove them from the oven, and turn them out of the pan onto a rack. Brush with melted butter, if desired.
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Serve rolls warm, or at room temperature. Store rolls, well wrapped in plastic, for several days at room temperature; freeze for longer storage.