The problem is that the folks who make too much to qualify for subsidies (currently defined as roughly $80,000 for a family of 3) are increasingly being priced out of the market for individual insurance by Obamacare's 30%+ price hikes that consistently come year after year.  Meanwhile, those "rich" families making $80,000 a year are the ones expected to overpay for their health insurance so that a portion of their premiums can be "spread around a little bit" (as Obama likes to say) to subsidize the premiums of others.  Of course, it's easy to see the circularity here as higher premiums equals less "full-paying" customers and less subsidies equals higher premiums...until the whole system collapses.