Even so, Smith says the government needs to inform the public that it takes time and patience to fix problem websites.
"They're building something that's never been built before, so there's no prescription for how to do it," Smith says.
And there's no better way to improve public opinion than to fix the site as quickly as possible, says Wally Krantz, creative director for The Brand Union, a global brand strategy consultancy that works with clients ranging from Time Warner Cable to The Coca-Cola Co.
Krantz says people will forget about its technical problems once they get their insurance coverage.
"If they ultimately get the website working, it'll just be another thing that people who want it to fail will bring up," Krantz says. "I don't think this story has legs beyond that."
Follow Bree Fowler on Twitter at http://twitter.com/APBreeFowler