Each state has the flexibility to create the HIX that it believes best serves its market. Right now only two states, Utah and Massachusetts, have established HIXs. Utah allows any insurer to market its product(s) while Massachusetts limits the number of products offered. My experience shows that the MA model makes the most sense. Health insurance is very confusing to the average consumer so limiting the amount of choices is best. Research has shown that the more choices a consumer has the more difficult it is for them to make a purchase decision. This is particularly true for health insurance.
http://thehill.com/blogs/healthwatch/health-reform-implementation/226085-study-states-should-limit-number-of-plans-in-exchanges
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