You get the feeling that HealthSherpa hired recent college-graduates to "improve" healthsherpa.com for 2016. They knew how to emulate the needless screens and the material design that ehealthinsurance and gohealth use, but had no idea about... HEALTH INSURANCE, and the experience that's most pleasing to health insurance shoppers.
Plus, it looks like they didn't read the communications from CMS, stating that the Medical Provider Lookup tool wouldn't be functional for awhile. Lots of data was still missing and insurance companies reported many errors while testing the CMS platform for accuracy, during quality control runs.
They definitely took on a couple of major projects at one time, between the "improved consumer experience" system and integrating with a carrier as it's system for on-exchange enrollments.