context.rb

module Context
  def the(key, value)
    context[key] = value
  end

  def method_missing(method, *args, &block)
    key = extract_key(method)
    if key
      context.fetch(key.to_sym)
    else
      super
    end
  end

  private
  def context
    @context ||= {}
  end

  def extract_key(method)
    method[/^the_(.+)/, 1]
  end
end
World(Context)

Or rather...

the(:customer, create_customer(:name => 'Tom'))
the_customer.name #=> 'Tom'