Are you pondering what I'm pondering, Pinky?
Yes ... that ... word ... is ... EBAY! Here's a market for pretty much everything, and with a bit of tweaking I would say it could readily handle a market for health insurance policies. Why reinvent the wheel?
You think I'm joking? Maybe I sort of am, but not really. Why couldn't Ebay's architecture be licensed by the government and used to create a health insurance exchange? Subsidies could be handled with coupons. Paypal would have to be renamed to the more politically correct PayPerson, however.
IT ... COULD ... WORK!