Custom data attributes: http://dev.w3.org/html5/spec/Overview.html#embedding-custom-non-visible-data
When I say “work”, I mean, if I’ve got HTML like this:
<div id="geoff" data-geoff="geoff de geoff">
will the following JavaScript:
var geoff = document.getElementById('geoff');
alert(geoff.dataGeoff);
produce, in IE 6, an alert with “geoff de geoff” in it?