About those states that are opting to set up the Obamacare health insurance exchanges.

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It won't be easy! Consider California:

Under the federal law, the state-run exchange aims to fundamentally reshape the health insurance market by negotiating with insurers for the best rates and assisting consumers in choosing a plan. The exchange must also help millions of Californians figure out whether they qualify for an expansion of Medicaid, the government insurance for the poor, or federally subsidized private coverage....

[If California doesn't get enough people enrolled, it] could lose billions in federal dollars and insurance premiums could soar. The task is daunting, given the size and diversity of California's population, said Paul Fearer, an exchange board member. "It's critical to get it right," he said....

[In] focus groups of consumers recently in San Diego and Sacramento[, o]nly about 20%... had even heard of the exchange....

About half of California's 7 million uninsured are Latinos, according to the exchange. To reach those who are eligible for coverage, the state may sponsor professional and recreational soccer leagues and court bloggers popular with Latino mothers. Officials also may hit up Hollywood to get TV shows such as "Modern Family" or "Grey's Anatomy" to weave the health insurance expansion into their scripts.

Recreational soccer leagues? Bloggers popular with Latino mothers? Health insurance plotlines on "Modern Family"? Does that sound like the way an insanely huge, complex, and comprehensive program will successfully penetrate a vast population quickly and pervasively? Oh, but the billions in federal dollars is such an incentive! Except that if you don't succeed, you won't get that money....