I guess it depends on the tradeoffs of reputational damage and making money. I gather the government told them "build a system that can handle 50,000 to 60,000 simultaneous users", which was "based partly on the all-time high of 30,000 simultaneous users for Medicare.gov" presumebly during the Plan D enrollment season (although per the article the theoretical max of healthcare.gov has not been disclosed:
http://www.usatoday.com/story/news/nation/2013/10/05/health-...).
Whatever the company thinks of the official goal, there's strict limits to how much extra they can spend to handle a much larger goal, vs. their getting paid on an emergency basis to bulk up the site....