Frequently, in selling Obamacare, President Obama and Administration officials said that if you like your health insurance you can keep it, period.
Suddenly, as of yesterday they are arguing that there were actually all sorts of implicit asterisks to this promise. The exact meme is still evolving retroactively, but the favored excuse is to say that of course this promise only applied to "real" insurance, "real" being defined as having the features the President thinks the policy should have (this despite the fact that the promise very clearly defines insurance suitability based on the customer's, not the President's, preferences -- he said if you like your insurance, not if I like your insurance).
But what strikes me is the word "period." This word adds no extra detail to the promise. The only point to including it is to emphasize that this is the entirety of the promise, without any additional disclaimers or elaborations necessary. By saying "period", Obama was saying that there were no asterisks, no hidden small print.