This is just a theory; but, in my truck unless I 'stab' brake it it's useless 90% of the time.
I'm wondering if it has something to do with the G sensor (stop laughing, I'm serious!) before it goes into grade braking downshifting.
I can go down a STEEP hill w/ tow haul on and let the truck start running away, and the MINUTE I stab the brakes it downshifts...if I go easy on it, no deal. (The cruise braking works at 5mph over posted CC setpoint though).