BMW offers factory cruise on 2 models: RT and GT.. it would not fit the image of a GS to have factory cruise, even though most of us in North America would definitely want it.
I was hoping it would show up in the 2010, but I guess not. I've had the MC Cruise setup on other bikes, so it looks like I'll have to go that route. It's the getting from point A to point B just to get to the fun stuff that requires the cruise.
I was told the other day by my dealer that a retrofit of the BMW cruise control is possible to the tune of around $1,000.00
On reflection I may be way off on the cost. I was speaking with Jeff Massey at Morton's BMW in Fredericksburg, VA.
Here's a picture of the McCruise electronic cruise control on my 2009 GS Adventure. Here's a link to the discussion on cruise controls. http://www.advrider.com/forums/showthread.php?t=642717&highlight=McCruise