Macros in Embedded HTML

I am referencing the documentation here: https://docs.intersystems.com/ens201815/csp/docbook/DocBook.UI.Page.cls?...

I have embedded html within a <script language="cache" runat="server"> block.  Within that I'm defining and using a macro, but it doesn't display at all. Something like:

<script language="cache" runat="server"> 
s stringData=obj.data 
#Define displayString stringData 
&html< 
<p>$$$displayString</p> 
> 
</script>

If I 'w $$$displayString' outside of the embedded html, the string is written to the page as expected so I know the Macro is being defined.  I initially thought that maybe I wasn't understanding when the macros are defined and granted I'm still a little unsure, but this seems to prove that the macro should be defined and available.  

Any thoughts as to why this doesn't work?