I've loved ensaymada (the Filipino version of the Spanish ensaïmada) since I was a small child but I have rarely eaten the fluffy cake-like Goldilocks™ version. To me it's not ensaymada; it's more like a variety of sweet bread and the only thing it has in common with the Spanish ensaïmada is the procedure of rolling the small pieces of dough, brushing with butter, and shaping into a coil. The coil serves no purpose because the bread becomes one fluffy thing, no visible layers in the crumb. Filipinos often call it Philippine brioche but I again disagree. I've made brioche many many times and they are not the same; not even close.