It will be.
Selling on the exchange is a dead end IMO. Should be plenty of opportunity off exchange and a lot less red tape.
For starters, no 21 page applications . . .
I think you have to follow the money. If a family of four, making $90,000 gets a subsidy, and that family must pay up to 9.5% of their income on insurance, that means the family must pay up to $8550.
The IRS just told us the average family premium will be $20,000 in 2016, which is equivalent to $16,500 in 2014 (assuming 10% rate increases in 2015 and 2016).
That means the premium subsidy is $7950 for this family of 4 making $90,000. That's a lot of money.
Some families making $90,000 will say no to HMO/ACO-narrow network-restricted pharmacy plans. Some won't.
Most families making $50,000 will take the subsidy. Their 9.5% of the premium is $4750, meaning the subsidy is $11,750, based on those national averages.
So, (unless things change when the upcoming recession/depression comes after these realities are published to the American people), then a good number of middle-class and lower-income people will buy off the exchange.