It’s simply not true that President Obama wants to to give people cheap healthcare. He wants to subsidize their consumption of expensive healthcare. A better sales pitch might not be on how free it is but how expensive it would be without the subsidies. It might be true that people like free stuff but it’s also true that American consumers are pretty sophisticated and just might think that you get what you pay for.
One of the underlying points that needs to be emphasized: enrollment for insurance programs hasn’t been as slow as it has and awareness as weak as it is because of a lack of trying. Quite literally billions of dollars have been spent on outreach over the last couple of years. It’s just barely possible that those billions have been squandered.
My own view is that those doing the outreach were naive amateurs who didn’t really understand how to reach people. Or the nature of a marketing universe and that there are some people who just can’t be reached.