As a health insurance agent, I can confirm that this is true, and would add that the estimates of increases stated are on the low side. My average client is a family with parents about 40 years old with two kids and spending an average of $300-600/month. In 2014, the cost for this family with no subsidy will likely be well over $1,000/month, which most people simply can't afford and will not pay. Just because you make $100k combined doesn't mean you're going to be able to spend $15k/year on health insurance, not including any costs that apply towards the out-of-pocket maximums.
California's "health exchange" website is now active and features this fun calculator -
Health Insurance Calculator | Covered California
A married couple age 60 making $62,000 can expect a monthly premium of $1,723, a tax credit of $1,232/month and estimated final premium of $491/month. A married couple age 60 making $62,500 can expect a monthly premium of $1,723 , a tax credit of $0, and estimated final premium of $1,723/month. Any econ majors want to calculate that marginal tax rate? That is for a policy with a $12,800 annual out of pocket max, which is higher than most of the individual plans offered today. Only $20k/year in premiums and $13k out of pocket? Sounds pretty affordable. Surely everyone eligible for a salary increase from $62k to $63k would love to have such a promotion.
As of now, 2014 expected pricing has been released in two states, CA and TX. In both states, the 2014 cost of coverage is literally 3x the current cost. Many of these plans will likely have limited regional networks and restricted pharmacy coverage.
Here's a link to Humana's plans in Texas -
https://www.humana-one.com/secured/individual-health-insurance-quotes.aspx
Try inputting some fake info and getting a quote, you can use zip code 77005. All of the 2014-compliant plans are labeled with Bronze, Silver, Gold, or Platinum. Notice the price of all of the other existing plans in comparison to the 2014 ones.
Example: 60-year-old couple with two kids. Current plans - $635-1,987/month. 2014 plans - $1,693-5,236/month.
Example 2: 28-year-old couple with two kids. Current plans - $271-949/month. 2014 plans - $1,162-3,589/month.
Humana did not go through the trouble of creating these plans and getting the pricing approved by the state DOI for no reason. Small group health insurance plans are also going to see large price increases since PPACA states that group policies can no longer be medically underwritten starting in 2014, and the same 3-1 age banding premiums and unisex rates must apply to small group coverage.