Unless you qualify for a subsidized premium. If you don't qualify, you can shop around for the best deal, as I did, in the private marketplace. I did use healthcare.gov to find out whether I qualify, but there are other websites that are available to do that as well.
What frustrates me is that in all the news reports and complaints about healthcare.gov I don't see anywhere that states there is no reason to use it unless you qualify for a subsidy. If you don't want, or don't need, a subsidy then don't use it. I just wonder if alot of people are using the site who don't need to use it, and are just wasting their time not to mention the site's capacity.
I also wonder whether the 106,000 who signed up includes people who don't qualify for a subsidy and got their insurance, as I did, in the private marketplace. Although my current insurer did not cancel my policy, they raised my premium $300 a month. Since I did not qualify for a subsidy I shopped around and found an insurer, Health Republic, who offered me a "Core-Platinum" policy that provides essentially the same coverage I had before but $400 a month less than I would have to pay if I stay with my current provider. Health Republic is a nonprofit coop owned by its members/subscribers but, unfortunately, is not available in every state. They are in New Jersey, where I live.
I think there is alot of misinformation being spread around by Teapublicans and their fellow travelers in the media. My own experience has been fairly positive, so far. I just hope more accurate information is made available to the general public so alot of people don't have to waste their time using healthcare.gov if they don't need to.