I have done this. I had the base XL. If you can't find an installer locally to do it, go online and look up 2009 F150 Cruise and you should find it (PM if not). The replacement steering wheel costs about $275, and even through most shops can install the wheel, it must be enabled by a dealer (or someone with the IDS tool). My total was about $400 total, but I am going to try to ebay the original wheel and maybe get back $75-100.
It is factory. Even the light on the dash turns on.