And while subsidies are available to offset the costs to lower income people, individuals making more than $46,000 or a family of four bringing home $94,000, bear the full brunt of the new prices. The big reveal has shocked some consumers, especially the healthy ones who had relatively affordable insurance before and make too much money to get subsidized coverage next year.

The White House has put out a report on premiums that found 60 percent of people getting coverage under Obamacare next year will pay premiums of less than $100 per month. That includes those who enroll in Medicaid – the health program for the poor — and pay very little.

The premiums came in “lower than expected,” beating earlier government projections, which the administration welcomed. But that doesn’t necessarily mean they’re low.

Some consumers who don’t have insurance are just finding out now that the fine will pale in comparison to the hundreds of dollars a month they would have to pay to buy coverage and deductible thresholds in the thousands of dollars. And others are discovering that they make too much money to qualify for subsidies.

“There’s been a whole lot of emphasis on what’s going on with the website, but there’s been a lot less on the people who aren’t going to get subsides,” said Jennifer Beason, an insurance broker in the Atlanta area. “Their rates are going through the roof.”