As states work to comply with the federal health care law, many are designing their insurance exchanges, where people will be able to shop for coverage. But just the word "exchange" sounds to many like off-putting government-speak, and some states are eager to come up with a more appealing name for these new marketplaces. Peter Lee directs California's Health Benefit Exchange. It's up for a new name, and Lee says they want it to sound fresh, dynamic and innovative. California's exchange staff is sharing notes with counterparts in other states. Maryland just came up with its name and logo.