“We’re going to have insurance for everybody.” That’s Donald Trump’s promise as he prepares to take office and the GOP congressional majorities begin unraveling Obama’s signature legislation. “There was a philosophy in some circles that if you can’t pay for it, you don’t get it,” Trump added. “That’s not going to happen with us.” He addressed folks losing their insurance, too. “It’s not going to be their plan,” he said of those covered under ObamaCare (and no, it’s not 20 million). “It’ll be another plan. But they’ll be beautifully covered. I don’t want single-payer. What I do want is to be able to take care of people.” He also wants to make it less expensive, which shouldn’t be too difficult. Simply repealing ObamaCare’s coverage standards would go a long way toward reducing prices.

The challenge for Republicans has always been as much political as practical — how can they repeal a monstrosity while not appearing heartless? Trump is bridging that divide in his way, reassuring people that Republicans aren’t just going to abandon them as Democrats would have us believe. But Trump and the congressional GOP also know that serious reforms are necessary to stop or even slow the skyrocketing costs of health care exacerbated by ObamaCare. Repeal and replace will require some serious marketing chops, and Republicans haven’t been particularly adept in that department. It’s time they improve.