I expect his car is simply set with 31, 30 (km/h), instead of 20, 10 (mph), like mine.
Interestingly, Audi's are incredibly hackable (relative to most other cars) due to the existing of VCDS (http://en.wikipedia.org/wiki/VAG-COM), which pretty much lets you twiddle any possible parameter the car has as a parameter somewhere in it's system.
I would be shocked if the cruise control limits were not parameters controllable, particularly since
1. Cruise control is retrofittable onto a lot of these cars:
See
http://wiki.ross-tech.com/wiki/index.php/Retrofitting (look under cruise control)
http://wiki.ross-tech.com/wiki/index.php/Checking_Cruise_Con...
etc
2. The adaptive cruise control is different between the various models. For example, the newer sedan models can do stop and go cruise control, but my Q5 cannot, so it turns off at low speeds.
I'm near 100% sure this low limit is parameter that is controllable through VCDS, so it can be set to zero for these cars, even if nobody in the community happens to know the coding for it right now.