Health Insurance Exchanges on Obamacare and Republican Medicare

I do not understand why Paul Ryan, Romney-Ryan ticket, and perhaps Republicans in general seem to believe that having health insurance on exchanges for Medicare will somehow bring down healthcare costs though the magic of the marketplace. But having health insurance on exchanges in Obamacare will not also drive down health care costs.

I hope this is one on many mysteries that will be explained in the next few days or maybe months.