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So are people dropping the data- prefix in custom attributes now? e.g. input[frequency]

Doesn't seem to serve any purpose too. Simply could've used a class there. Would be interesting to know why the author did so.

Probably because there were fewer characters to type and it's slightly easier to read.

Let's talk about the content of this demo, not the implementation.

No, let's talk about both. There's a reason this was posted to codepen with code that isn't obfuscated.