Django Facebook Social-Plugin loads before template tag

Very odd~

Basically I have a standard "Like!" button:

<div class="fb-like" data-href="myURL/things/{{MyINFO}}/" data-send="false" data-width="450" data-show-faces="true"></div>

Over at views.py I have:

def myView(request):
    #Other things
    ctx = {
            'MyINFO' : MySTRING,
            'Otherstuff'  : Otherstuff
            }
    return render_to_response('myApp/myPage4.html', ctx, RequestContext(request))

When the user "Like"s the page, they should be liking myURL/things/MyString/ but they are getting myURL/things/%7B%7BMyINFO%7D%7D/

Could the facebook stuff be loaded before the template is pre-processed?

Woops, the front-end person changed the {{}} to {{}}

That is, {{}} to {{}}

:)