As the article presents, rolling resistance is due to hysteretic energy loss in the contact patch of the tire. This definition works best for this analogy.
All friction is a source for lost energy.
There are two in the contact patch. Internal and contact friction. Any way, a bicycle tire, like an airplane tire is a toroid, having both a major and a minor diameter. A toroid, like a sphere, is a non-formable surface, meaning that given a flat sheet, one cannot without cutting or stretching form one. A cone is a formable surface as is a hyperbolic paraboloid.