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He said the kynect website rejected online bells and whistles and is “direct and fairly simple to understand.” It also allows people to check out their plan options and potential subsidies before registering for enrollment.

That, he said “is just the opposite of what the federal exchange did,” he said. “I think because the federal exchange did that, it created a bottleneck right up front. And we avoided that bottleneck by allowing anybody to browse before they opened up an account.”