I use cruise control because it's convenient, and often appropriate.
I like to travel at a steady speed. Voila! Cruise control does that.
Why a steady speed? Because it makes you predictable to to other drivers. Even if they don't care for your speed, they can adjust, plan their passing, etc... It's quite aggravating and mildly dangerous to deal with someone who speeds up, slows down, speeds up.... and for no apparent reason (most other motorists are not hypermilers). So, imho, save those hypermiler tricks for when the road is truly deserted. If I need more efficiency, I'd rather just drop the cruise a few mph and proceed at a steady speed. It's just a lot easier and well worth the couple of minutes of added travel time to me.
Of course cruise control is not always appropriate based on traffic density, weather, etc... But those are the reasons I use it when conditions warrant.