Whatever the actual premium, I believe people who get subsidies will get enough to knock it down to a standard rate, for a given income level, family size and age group. People who aren't eligible for subsidies get sticker shock. Upper middle income families that buy their own insurance are in for rate shock.
That is true, and when they see how limited their coverage is in many areas they will be stunned. Apparently many of the large insurance providers have established new coverage networks with far fewer providers, and they don't provide any out of network coverage. When those upper middle income families realize that they can't send their children to specialty hospitals, or go to someplace like Cedars Sinai when one of them needs brain surgery, they'll be furious.