Well only 85% get subsidies. Still leaves a huge market... lol.
But that's 85% of what demographic? The IFP market was 5% of America pre-ACA, and the CBO claims another 18 million may join it (which is another 6% of America's population). So, 11% of America at most would be in the IFP market. Truly a rich market for anyone wanting a slice of that pie! But there's a huge non-subsidy market too.