Hey Judson- i think the secret there is lots and lots of butter (and probably oil too) as well as some sort of dough stabilizer (which helps the dough maintain structure with more air inside, so it is fluffier and coincidentally uses less flour and such). Such is industrialized bread, I believe.
This makes a really good light roll
https://sallysbakingaddiction.com/soft-dinner-rolls/
there are some good tips in that recipe, and another they don't mention is not overworking the dough- you want less gluten development.