No Span Tags Around Variables

Is there any way to get variable to simply get converted into 'Normal' text strings in their respective paragraphs?

I know some folks like to add character formatting around variables in FrameMaker and this desire translates into use of span tags when the material is converted to HTML.

Most of my variables would work (read: look) best if they just merged into their surrounding text with no special formatting or span tags of any sort.

Is there currently any way to accomplish this result?