This is a great approach for when you have complete control over your markup. If it's user-generated (like a table in the body of a post in a CMS, for example), it gets trickier.

I have a tiny jQuery plugin to stick a span inside a cell to form the heading at small sizes, but I like the data-attribute approach better. I think I'll change my plugin to do it this way now.

Related: Hey Travis and Will, nice work on this!