They pass an unpopular bill that nobody wants to attach his name to, or they vote no and admit they don't have a consensus on a better plan.

Either way, the Republican brand will take a temporary hit. When you are in power, you are bound to piss people off. That they managed to do it so quickly is a little surprising. How that translates into actual votes in 2018 remains to be seen. I can see them moving to pass tax cuts that are popular, and people could soon forget about this Health Care blip (despite going on for 7 years about needing to get rid of Obamacare). It honestly wouldn't shock me to see the House pass this, the Senate vote no, and it to quietly go away forever as they realize actually passing something that changes people's health care is politically toxic.