This paper presents a finite element model for the solution of thermal elastohydrodynamic lubrication in finite line contacts, including edge effects. The model is used to investigate the influence of roller-end axial profiling on the frictional behavior of such contacts. Roller-end profiling in finite line contacts has always been used to enhance fatigue life by increasing lubricant minimum film thickness and reducing stress concentration at roller ends. The influence on friction on the other hand has often been overlooked in the literature. The current work reveals that roller-end profiling has a negative effect on friction. In fact, it turns out that the improvement in fatigue life comes at the expense of increased friction.