As someone who recently applied for individual healthcare, I can appreciate how convenient an online option would be. I had to spend over an hour talking to people on the phone as they read long, complex questions. I frequently had to ask them to repeat the question. Sometimes I couldn't think of an answer right away. These problems would not have come up if I was reading the questions myself. Also, the format of the user interface is appealing. There is not too much text on each page, and the large type and pops of color help break up what could otherwise be very tedious to look at for a long period of time.
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