On the exchange every company is the same and the customer can see all the rates on page 1.
True for gap plans. Not so for MA or IFP.
Consumers are mostly lazy and won't take the time to learn the differences any more than they do today. But when a claim is denied you can bet they will claim they were scammed by a bait and switch tactic.
The exchange won't make it any better or easier for consumers or carriers.