You can do it. However, power handling will be drastically reduced because (1) you're only running one coil and power ratings usually sum both coils, and (2) the unused coil acts as a brake so your sub will approach its thermal limits rather quickly.
You should note that running a single coil can drastically change its T/S parameters. It might sound great in a certain box when running both coils but sound terrible when only using one coil. If you're using a sealed box, this probably won't be a problem as they're a lot more forgiving. But, ported and especially bandpass boxes can be a problem.
One fun aspect of running a single coil is tuning. You can use a variable potentiometer (sp?) to change the sub's T/S parameters to your liking. This can be useful if you want to tune a high Xmax sub for a free-air install by raising its Qts.
In any case, I'm sure there's always exceptions. There may be some subs out there which may react very negatively to running a single voice coil.... Sizzle....