What people could do is use the Exchange to find policy costs for their area. That's all.
People can enter accurate family composition information but provide fake names, SSN's, addresses or anything else that can identify you just so you can get to the policy cost and provider info. Then call those providers directly and buy your policy.
Trying to force people to go through the Internet with it's known security problems is either stupidity or malice.
This is not advice, it is for entertainment purposes only...