Eighteen states have shown interest and support for the project (including conservative states who disavow the law) since the team started work in 2011. Some have said they'll take the design portion of it wholesale; others want to take pieces and make something of their own. To make that possible, the template needs to be simple enough for states to Frankenstein away what they need for their own exchanges. The UX prototype looks good, even if "government website" sets a low bar, and is probably straightforward enough to accomplish that goal. Insurance policy jargon is boiled down to a basic set of questions, like, "How important is it for you to be able to see a specialist without a referral from another doctor?" Then you get everything you need to find coverage, including companies, rates, and physicians.