Obama couldn't roll out the single payer idea, as it was way too much of a radical lift. He knew it would be D.O.A. If he proposed single payer he would have been accused of being some sort of Anti-American left-wing Socialist.
So instead, he pre-compromised, and rolled out the GOP right-wing Heritage Foundation supported, Republican plan instead.
This move was met with immediate anger, and Obama was labeled an anti-American left-wing Socialist.
Here's a little video that clearly captures the logic of the situation...
https://youtube.com/watch?v=zcNoQuprS7s