[CentOS] basic java question

Installed Fedora DS and trying to run 
# /opt/fedora-ds/startconsole -u admin \
-a http://lin-workstation.azapple.com:32131

/opt/fedora-ds/startconsole: Your JAVA_HOME environment variable is not
set.  Please set it appropriately.

# rpm -qa j2re
j2re-1.4.2-11.1.fc3.rf

# cat /etc/profile.d/java.sh
JREHOME="/usr/lib/jre/lib/i386"
JAVA_HOME="/usr/lib/jre/bin"
JAVAWSHOME="/usr/lib/jre/javaws"
#LD_LIBRARY_PATH="$LD_LIBRARY_PATH:$JREHOME:$JAVAWSHOME"
PATH="$PATH:/usr/lib/jre/bin"

# . /etc/profile.d/java.sh
[root at lin-workstation craig]# export $JAVA_HOME
-bash: export: `/usr/lib/jre/bin': not a valid identifier

what's the trick? I'm not savvy on java

Craig