[kaelig]

It goes beyond variables. At the minimum it's a name and a static or dynamic value, but it can also contain metadata, transforms, private/public attributes, formatting constraints...

You may not be aware (and 10 years late in trying to stop this), but this name has been very well received in the web design industry and frontend world and helps us build a community of craft to solve similar problems together.. so it looks like it's here to stay.