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New health insurance markets not as easy as hoped

Ricardo Alonso-Zaldivar, Associated Press

President Barack Obama looks back before boarding Air Force One at Andrews Air Force Base in Md., Thursday, July 25, 2013. A day after he kicked off the tour in Illinois and Missouri, Obama was traveling Thursday to a seaport in Jacksonville, Fla., to yet again deride the wide gulf between his vision for a new American prosperity driven by a burgeoning middle class and the intense gridlock snarling up Congress. (AP Photo/Susan Walsh)

WASHINGTON (AP) -- You've heard that shopping for health insurance under President Barack Obama's health care overhaul will be like using Travelocity or Amazon.

But tech industry experts and state officials say for many people it will be more mundane — like a call to the help desk.

New health insurance markets for millions of uninsured Americans are coming October 1.

But the deadline crunch is causing some states to delay online tools that could make it easier for consumers to find the right health plan.

And the feds and the states are investing in massive call centers.

The administration says consumers will like what they see. Others see a work in progress.

Consumers will be able to sign up starting in October, but benefits don't kick in until January 1.