> @RobLoach, are we ready to merge?

Ah, didn't realize you guys were okay with parsing through the string like that. Just seemed weird to manipulate `data-` attributes with `.attr()` when [`.data()`](http://api.jquery.com/data/) is made to do exactly that for us. I updated that at https://github.com/theodoreb/jquery-once/pull/1 . I'd be happy to merge this if there is documentation as to why we use `.attr()` instead of `.data()`. Otherwise, I'd vote for `.data()`.

We could even get it to be faster if we use `$.data` ala http://nicoespeon.com/en/2013/05/jquery-data-and-performance/ .

> As this is a major change in library behavior, I'd recommend to commit it as the start of a new 2.x major version.

Agreed :+1: