Not everyone will enroll immediately. And that, they say, is the way they want it.

Given all the worries that web sites could crash, call centers could be overwhelmed, and the federal government’s data hub could falter as it checks eligibility and subsidies, they’d rather see a slow buildup during an open enrollment season that runs through March.

“October 1 will be an important day to raise awareness, but it is the first day of a six-month public education effort,” said Tara McGuinness, a senior White House communications adviser working on rollout of the health law.

But given the politics of Obamacare, expect a rush to judgment…

None of this means that October 1 isn’t important— it is. The administration hopes the start of enrollment will drive a lot of attention to the law from the media and on social networks, which will encourage uninsured people to check out the new exchanges. But people are likely to mull over options, and come back to the websites and marketing materials more than once before they commit. They may not want to pay in October if they can wait until December for coverage in January.