In contemplating the beautiful, the perceiver rolls the end (purpose or completion) back from themselves into the object.

In the contemplation of the beautiful I roll the end from myself back into the object itself: I consider it, as something that is complete not in me but rather in itself, that thus comprises a whole in itself, and that affords me pleasure on its own account. (“Über den Begriff des in sich selbst Vollendeten,” Werke, volume II, pp. 543–8, at p. 543)