The first thing one needs to consider is that of the 37 million uninsured as of 2010, about 14 million will be herded into Medicaid. That is, 14 million have no need for the insurance exchange as they will be 100% subsidized in the form of Medicaid.
Therefore only 23 million, currently, will be concerned with insurance exchanges. The exchange itself will not be a free market exchange, rather a market place with strict government mandated regulation. That is, you will not have the freedom to choose, rather you will have the opportunity to choose from selections of a third party’s choice.