I downloaded and ran:

    $ sh ./$SETUPFILE --modules=all --engine=luatex --context=current

#
# The documentation on web page [ http://wiki.contextgarden.net/ConTeXt_Standalone#General_Information ] statess that:

" An intialization script called setuptex is provided in installation-dir/tex/.
" If you run context from a terminal, source setuptex like so:
"  source /installation-dir/tex/setuptex   "

BUT, first-setup.sh did not produce and populate any  ./tex directory and there is no
     setuptex command file.

What can I do to proceed from this point.  Currently the /installation directory contains:

   Reference: first-setup.sh produces the following files and directory structure:

$ ls -l
   drwxrwxrwx+ 1 djtm None     0 Oct 20 16:09 .
   drwxr-xr-x  1 djh  Users    0 Oct 20 14:06 ..
   drwxr-xr-x+ 1 djh  None     0 Aug  7 16:40 bin
   -rwxr-xr--  1 djh  None  3654 Jun 20 22:27 first-setup.sh


$  $ ls -l bin
    -rw-r--r-- 1 djh None  999424 Nov 23  2012 cygiconv-2.dll
    -rw-r--r-- 1 djh None 1873396 Nov 23  2012 cygwin1.dll
    -rw-r--r-- 1 djh None   72192 Aug 14 09:29 kpathsea620.dll
    -rw-r--r-- 1 djh None  338944 Aug 14 10:32 lua52.dll
    -rw-r--r-- 1 djh None 6889472 Sep 28 07:03 luatex.dll
    -rw-r--r-- 1 djh None    7680 Apr 16  2013 mtxrun.dll
    -rwxr-xr-x 1 djh None    4608 Apr 16  2013 mtxrun.exe
    -rw-r--r-- 1 djh None  497742 Oct 15 20:54 mtxrun.lua
    -rw-r--r-- 1 djh None   25352 Oct  8 06:31 mtx-update.lua
    -rwxr-xr-x 1 djh None  346112 Nov 23  2012 rsync.exe
    -rwxr-xr-x 1 djh None    1536 Jun 24 22:41 texlua.exe

-------- END