WASHINGTON - US presidents are used to deference and barking orders - not wiping egg from their faces.
So it was unpalatable for Barack Obama to go on television Monday and admit glaring failures in the rollout of the health care law that bears his name.
Website snafus that have slowed sign ups to Obamacare in the three weeks since its launch are embarrassing on multiple fronts for the White House and represent a ballooning political challenge.
The Obama machine has always prided itself on efficiency and a "no drama" approach, and made great play of the governing debacles - including Hurricane Katrina - of the George W. Bush administration.
The idea that government can work is also at the centre of Obama's political creed - and is a driving motivator of his ideological clash with Republicans. So any evidence to the contrary is inconvenient to say the least.
But the faulty debut of the Healthcare.gov website is spurring questions over Obama's competence in implementing a law he wagered his presidency to pass three years ago, but which has yet to deliver a political payoff.
The Washington Post reported late Monday that in a test a few days days before the web site was to be launched, the system crashed in a simulation in which just a few hundred people tried to sign on simultaneously.
The web site went live October 1 anyway, and seized up shortly after midnight as about 2,000 users tried to complete the first step for buying health care insurance, the Post said. It quoted two people familiar with the project.
The embarrassment is even more acute since Obama built his career on exploiting the power of the Internet to build a political movement and woo Americans over the heads of the news media.
The Obamacare storm was building for days, but was obscured by the furor over a just avoided debt default and a government shutdown. The White House however sensed the row was about to break through, and over the weekend made clear Obama would address the website glitches head on.