The word "period"

What exactly does it mean when Obama said " if you like your health plan, you can keep it, period" "if you like your doctor, you can keep him, period"
no "ifs", no conditions, no "if it isn't changed"
You can keep it, PERIOD!
Was that a lie? Yes, and he knew it was when he said it. He lied to the American people in order to pass a bill that a majority of Americans did not want.
The answer is obvious.

This is his bill so don't give me that he didn't know BS.
Wake the hell up America. Vote Republican or independent and insist that this disaster gets overturned.