@JBplainblog has warned: if ACA succeeds, no one will know it's "Obamacare." Thanks to disastrous rollout, all users'll know (by 25th try)!I think that's mostly right. My sense of it has been that the sooner ACA simply becomes the way that people by insurance (on the individual market, which remember is only a slim percentage of all those who buy insurance), the less it becomes "Obamacare" in people's minds, and the more it's just a normal thing, and, for many people, the way things have always been.
The more that it calls attention to itself, then, the more users are apt to associate it with government, and with Barack Obama. That makes sense.
And the more that the rollout problems are a big news story, the more people are going to connect Obamacare with the exchanges -- something that really wasn't the case for most of the last few years.
So I think that's a fair comment, but with some caveats. One big one: low-information users may still not make the connection; after all, nothing at Healthcare.gov says "Obamacare." Indeed: outside of the .gov address, it doesn't really emphasize that it's a government program. So it is quite possible to use the marketplace, and even really hate the marketplace, without associating it with "Obamacare." Will that happen? I don't know.
The other important part: it of course matters how long the problems go on. If the visible problems are mostly gone in the next couple of months, then it also disappears as a news story.
And then we're back to where we were: Healthcare.gov becomes just the normal way that people have always bought insurance -- much better to go on that site and buy Blue Cross or whatever than to have to deal with Obamacare.
In other words...back to that if it works, Obamacare disappears.