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Insurers Will Spend More Than $500 Million to Get People to Sign Up for Obamacare
Ezra Klein and Evan Soltas in The Washington Post; subscription may be required 
[Opinion] Dec. 16, 2013
"Insurers look at these next few years as a gold rush. Tens of millions of people will be buying private insurance of the exchanges. It's a swarm of customers like nothing they've ever seen. And they plan to capture them -- even if they need to spend hundreds of millions of dollars to do so."
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