The federal health care law is taking on unique personalities in states that have opted to run their own health insurance marketplaces. Some states are cracking wise in ads about the exchanges, where people will be able to shop for insurance starting in October. Others are rolling out catchy jingles. Some are all business. Stephanie O’Neill of NPR member station KPCC in Southern California filed this story about the various approaches for NPR’s program All Things Considered on Tuesday.