hmm.  So this just happens when there is a data-key and fidel lib that are the same name.  I wonder if we should prefix the name in the fidel jquery plugin (`$().data('fidel-name')`).  Or just have `$().data('fidel')` return the class instead of `$().data('mask')`.  Only issue there is that if you had fidel multiple modules, it would break. 

Any thoughts on this?