You say this frequently - people won't pay the unsubsidized rates. If they are covered today, those rates are being paid. How can we ever hope to have any type of functional healthcare system when people don't pay the full amount? How can we expect to reform a system if we don't acknowledge the real costs?
They are covered by paying individual market premiums. If you are paying $400 per month for your family and that rate goes to $1200/month for guaranteed-issue, what do you do? Most people covered under group plans have them massively subsidized by the employer or government. The total costs are distorted because people don't pay the full price of what they get, which encourages overutilization.