The amount of bulge and roll (if done properly) is determined by the location of the Center of Gravity in the clubhead.
COGs more to the rear require more B&R. COGs closer to the face require for less B&R. Most metal heads have the COG closer to the face (reduce spin) so the need less B&R.
B&R is designed to help reduce "gear effect" which is greater when the COG is farther from the face.
Bruce
To the point and well explained!
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