code: function ( obj, key, value ) {
  		if ( value !== undefined ) {
  			obj.setAttribute( "data-" + key, regex.json_wrap.test( value ) ? json.encode( value ) : value );
  			return obj;
  		}
  		else {
  			return utility.coerce( obj.getAttribute( "data-" + key ) );
  		}
  	}
docs: Data attribute facade acting as a getter (with coercion) & setter
  
  @method data
  @param  {Mixed}  obj   Element
  @param  {String} key   Data key
  @param  {Mixed}  value Boolean, Number or String to set
  @return {Mixed}        undefined, Element or value