There's a political complaint about the lack of semi colons in the script and its subsequent breakage in minification. Otherwise, I like it.

From a QA perspective, it's been my experience that no matter how much you simplify the DSL for the business user, it's always a pain to get them up and running and if you have a TDD point of view, you'll be much more successful, especially when engaging in a project that is very DOM-manipulation heavy.