use listitem and not hardcoded "li" when using divs
ensure list entries are not hardcoded
ensure that last statement fails, no error is raised
Add data- attributes to the output object.

Trying to make the final object output a little bit more useful by
allowing the developer to define any data- attribute and have it added
to the final object.
Fixing control.  Formatting clean up.

Removed the jquery each and opted for JS for instead.  Also, some minor
formatting polish.
beautify and fix jshint warnings