That’s a phrase Greg Pease of G. L. Pease Artisanal Tobaccos used a few years ago in an interview with Brian Levine on The Pipes Magazine Radio Show (episode 33). It captures something important. To get the fullest flavor of a tobacco, it helps to roll the smoke around so that it hits all taste buds, including those on the underside of the tongue. The idea is to engage the full palate. In doing so, you will move your jaw a bit, resembling chewing. (This need not be really obvious to those around you.) I think this is what Greg has in mind. It reminds me of what wine aficionados do when they swirl wine around in their mouths.
Give it try, and see if it doesn’t make your tobacco more flavorful.