Jut a quick update, literally as I pressed send for the above post, my mobile rang and it was a lovely lady called Lisa calling from VW customer services. To be fair she was honest in saying it was a courtesy call and she hadn't had time to fully digest my case, but want to make contact to give me her details and assure me that she would look into my queries ASAP.
Whilst she couldn't answer why the order wasn't showing or the query over Lane assist, she did at least confirm that the order was showing in their system and in Germany (and had been since the 19th April - the day after I ordered it). She also said there was no issue with stock allocation to my dealer so that wasn't the issue.
She did say it's more common than you might think for orders not to show, but that as soon as the order is confirmed for a build week 99.9% of the time they do show up. Apparently no GTD's have been allocated build weeks yet (at least for the UK), so she said I wouldn't worry, it's probably more to do with the fact that build dates haven't been allocated yet than anything else, but regardless she will investigate fully and give me a definitive answer by the middle of next week (even if by then she still can't guarantee me a build week).