possible to specify options via data- attributes

Hi, it seems that jquery.find returns an array instead of a single element. This prevented textillate from reading the options specified in the \<li\> elements.

This patch fixes that error. Also, it converts "true"/"false" to true/false in the case of data-in-shuffle etc., and handles situation where data-in-delayScale is forcibly changed to lower case. This makes it possible to specify those options as well.
IMHO, in modern browsers, the function will only be parsed once. Being repeatedly redefined does not incur additional load on the JavaScript engine. [This MDN document](https://developer.mozilla.org/en/docs/Web/JavaScript/Reference/Functions_and_function_scope) mentioned about it at around 3/5 down the article. I wrote it this way as it seemed neater, as in the getData function can be self-contained.