From IRC:
<gwillen> gmaxwell: if the button said 'receive payment' as you typed in your response, it wouldn't be quite as unintuitive
<gwillen> what it actually says is 'request payment'
<gmaxwell> gwillen: thanks!
<sipa> let's fix that :)
...
<sipa> perhaps instead of "It is recommended to use a new receiving address for each transaction" it should say "Use the request payment button in the receive tab to create new addresses."
These simple GUI changes may help avoid a lot of users' confusion. A good issue for first-time contributors and for Hacktoberfest