What's offered by California-based Sidecar Health and Antidote in New York may appeal to shoppers who are younger or more tech-savvy, the uninsured, or those who don't get subsidies. (Image: Shutterstock)

Trendy-looking websites promise convenience and freedom from networks, at far less than the cost of traditional health insurance.

"Welcome to insurance that's finally fair," says one, in bold lettering. "Take care of your health with one easy app," says another.

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