He totally means it this time.

Via Washington Examiner:

Making a direct sales pitch to Hispanic voters on Thursday, President Obama insisted that his administration would not delay the March 31 deadline for consumers to obtain health insurance or pay a fine.

“We are going to enforce the deadline,” the president said at a town hall hosted by the Asegúrate campaign, a joint venture with the nonprofit California Endowment and Spanish-language media outlets.

“You have time now to sign up,” Obama insisted. “If everybody waits until the last minute … then in some ways it’s a self-fulfilling prophecy.”