In many ways, Jude Ehrlich is the face of federal health reform on the northern California coast. The good face, anyway. The 44-year-old McKinleyville man never used to have much trouble getting health insurance. He had employee-offered plans until 2000, when he started his own small business and purchased his own policy, which helped cover his treatments for psoriasis, psoriatic arthritis, migraines and other health problems.