That's not typical for cruise control; even cars in the 80s with cruise control would increase throttle uphills.
Couple of possibilities then, I suppose:
* They do work towards a set speed, but I'm too impatient and reset the cruise control before they achieve it.
* Cruise control operates differently on cars with manual transmissions. I've never actually observed cruise control behavior in an automatic because it's been broken on the automatics I've previously owned.
Is it possible that you don't have much excess engine power at highway cruising speed and the car is only slowly responding to change in incline?