That Oregon example does demonstrate something important: a degree of standardization allows prices to actually become meaningful to the consumer. That, in turn, allows the choices consumers make to send meaningful signals back to the sellers. So the new actuarial tiers of coverage--bronze, silver, gold, and platinum--will allow people to make apples-to-apples comparisons between plan options and, as we're seeing in Oregon, they won't allow insurers to hide behind an opaque and incomprehensible market structure.
There's a good, succinct introduction to what the ACA is trying to fix about insurance markets and how it's going to do that in this article: Health Insurance Exchanges.
Whys didn't they just vote to allow insurers to compete across state lines instead of passing this 2000 page mess that is Obamacare? Wouldn't have cost a dime.