As I've said many times, this is an example of a cocky President whose never run a business before thinking he can run a business better than experienced professionals who have been doing it for years.
Anybody in the business world who has ever launched a small (let alone massive) innovation knows that there is an unbelievable amount of communication and promotion just to make people aware of it. Then there's the training to get people to learn how to do it. Then there's the MASSIVE amount of work you have to do to motivate people to take the complicated step of trying something for the first time. Then there's the support team required to take feedback on frustrations, then fix the problem. After the first failure, many users will be so disgusted they'll never try it again.
I've seen enough data to know that even the best in the business at retirement plans products struggle with this, even when the company doubles your contribution. You know what their solution was? To automatically enroll these people and get them to opt-out. Let me remind you again that the company is offering to match your contribution up to a certain %.
So remember that price tag put on Obamacare costs? Now start pumping money into advertising, promotion, educational tools, over-communication, PR, and expect that even with those efforts, they're going to struggle big time to get people to get off their butt and do something about it. That's in addition to the massive cost that's going to come once the government realizes how massively inefficient their tech systems and processes are.
Anybody who's ever run a project in the business world has to be just a little disgusted that they developed an implementation plan that didn't at all factor in what it would take to get people to start using this thing, and how capable their systems were to handle this. I just hope every penny is accounted for.