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The Obama administration has its message ready for the opening of the Obamacare marketplaces Sunday: Most shoppers can find the help they need to enroll in plans they can afford.

The third year of enrollment under the 2010 Affordable Care Act promises to be both the easiest and the hardest yet for the administration. The federal marketplace, healthcare.gov, has undergone improvements for several years, promising a better experience than during the initial, glitchy months.

Yet Health and Human Services Secretary Sylvia Mathews Burwell, leader of the agency spearheading the effort, readily admits that the remaining uninsured Americans are the hardest population to reach.

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