No context, no content, no problem

Recently, philosophers have offered compelling reasons to think that demonstratives are best represented as variables, sensitive not to the context of utterance, but to a variable assignment. Variablists typically explain familiar intuitions about demonstratives—intuitions that suggest that what is said by way of a demonstrative sentence varies systematically over contexts—by claiming that contexts initialize a particular assignment of values to variables. I argue that we do not need to link context and the assignment parameter in this way, and that we would do better not to.