\usemodule[simplefonts]
\definesimplefonttypeface[mainface][Cambria]
\definesimplefonttypeface[mainface][Ubuntu] [style=sans]
\definesimplefonttypeface[mainface][cambria][style=math]
\setupbodyfont[mainface]
\setuphead[section][style={\ss\bfb}]
\starttext
\section{Wat? $y=x^2$} $y=x^2$
\stoptext
\definetypeface[mainface][rm][specserif][Cambria]
\definetypeface[mainface][ss][specsans] [Ubuntu]
\definetypeface[mainface][mm][math] [cambria]
\setupbodyfont[mainface]
\setuphead[section][style={\ss\bfb}]
\starttext
\section{Wat? $y=x^2$} $y=x^2$
\stoptext