The next question is why do you want to receive all your coins to the same address?
One very good reason is mining - it would be a major PITA to keep changing the address for receiving mining rewards...
It depends on the setup, it is only hard if user is supposed to do it manually like it is 1980!
Everything can be automated, for example instead of using an address to receive mining reward the user can use their child extended public key (ie. like master pubkey at m/x/x/x/) then the system automatically derives pubkey0, pubkey1, ... for each payment.