Stream of Consciousness (soc)

My microblog Bourne shell script. I wrote it to automatically generate my tilde.center home page (~papa).
#!/bin/sh
# soc - Stream Of Consciousness mini-logger
# Copyright 2014 David Meyer <papa@sdf.org> +JMJ

socdir=/home/papa/public_html/soc
socext=soc
outfile=/home/papa/public_html/index.html

BASENAME=/usr/bin/basename
CAT=/bin/cat
DATE=/bin/date
ECHO=echo
FORTUNE=/usr/games/fortune
LS=ls
SORT=/usr/bin/sort

date=$($DATE +%F)
time=$($DATE +%R)

$ECHO "<li>[$time] $*</li>" >>$socdir/$date.$socext

$CAT >$outfile <<EOF
<!DOCTYPE html>
<html>
  <head>
    <title>~papa</title>
    <link rel="stylesheet" type="text/css" href="/screen.css">
  </head>
  <body>
    <h1>~papa</h1>
    <p><em>What shall I do or write / Against the fall of night?</em>
       — A.E. Housman. "Smooth Between Sea and Land"</p>
    <p>
      <a href="soc.html">soc</a>
      <a href="about.html">About</a>
      <a href="contact.html">Contact</a>
      <a href="#fortune">↓Fortune</a>
    </p>
    <hr>
EOF

for f in $($LS -r $socdir/*.$socext); do
    bn=${f##*/}
    fd=${bn%.*}
    $ECHO "<h2>$fd</h2>" >>$outfile
    $ECHO "<ul>" >>$outfile
    $SORT -r $f >>$outfile
    $ECHO "</ul>" >>$outfile
done

$CAT >>$outfile <<EOF
    <hr>
    <pre id="fortune">
EOF

$FORTUNE >>$outfile

$CAT >>$outfile <<EOF
    </pre>
    <div id="sitelink" style="width=100%;text-align:center;">
      <a href="/"><em>tilde.center</em></a>
    </div>
  </body>
</html>
EOF
tilde.center