So that's a setting in bean.xml?
When I try that I get a deployment error:
Caused by: org.springframework.beans.NotWritablePropertyException: Invalid property 'publishedEndpointUrl' of bean class : Bean property 'publishedEndpointUrl' is not writable or has an invalid setter method. Does the parameter type of the setter match the return type of the getter?
Yes it is a setting in beans.xml but it needs to be configured under a jaxws:endpoint not directly by a cxfbc:consumer bean.
The cxf-osgi example shipped with the ESB indicates how you could configure this.
Under the cxfbc:consumer there is a busCfg which can be used to point at a bus configuration and under this the jaxws:endpoint could be configured, again the fuse-esb-4.x\examples\cxf-osgi\src\main\resources\META-INF\spring\beans.xml file is an example of such a bus configuration.