WASHINGTON (AP) — You've heard that shopping for health insurance under President Barack Obama's health care overhaul will be like using Travelocity or Amazon.

But tech industry experts and state officials say for many people it will be more mundane — like a call to the help desk.

New health insurance markets for millions of uninsured Americans are coming October 1.

But the deadline crunch is causing some states to delay online tools that could make it easier for consumers to find the right health plan.

And the feds and the states are investing in massive call centers.

The administration says consumers will like what they see. Others see a work in progress.

Consumers will be able to sign up starting in October, but benefits don't kick in until January 1.