you go to heathcare.gov and you fill out the forms and then when something goes wrong you call the number and then you wait and then you fill out some more forms and call another number or two and then you jump through some terrible payment interface hoops and wait some more and about a month later your insurance card arrives.

I picked a middle-of-the-pack "silver" option in new jersey with no subsidy, its costing me ~450/month.