Don't force the use of data attributes. Make the prefix an absolute prefix instead.

@@ -67,7 +67,7 @@ Rivets.binders.if =
 
   bind: (el) ->
     unless @marker?
-      attr = ['data', @view.config.prefix, @type].join('-').replace '--', '-'
+      attr = [@view.config.prefix, @type].join('-').replace '--', '-'
       declaration = el.getAttribute attr
 
       @marker = document.createComment " rivets: #{@type} #{declaration} "
@@ -131,7 +131,7 @@ Rivets.binders['each-*'] =
 
   bind: (el) ->
     unless @marker?
-      attr = ['data', @view.config.prefix, @type].join('-').replace '--', '-'
+      attr = [@view.config.prefix, @type].join('-').replace '--', '-'
       @marker = document.createComment " rivets: #{@type} "
       @iterated = []
 

@@ -19,7 +19,9 @@ Rivets =
   # The default configuration, publicly accessible on `module.config`. Can be
   # overridden globally or local to a `Rivets.View` instance.
   config:
-    preloadData: true
+    prefix: 'rv'
     rootInterface: '.'
+    preloadData: true
+
     handler: (context, ev, binding) ->
       @call context, ev, binding.view.models

@@ -18,12 +18,11 @@ class Rivets.View
 
   # Regular expression used to match binding attributes.
   bindingRegExp: =>
-    prefix = @config.prefix
-    if prefix then new RegExp("^data-#{prefix}-") else /^data-/
+    new RegExp "^#{@config.prefix}-"
 
   # Regular expression used to match component nodes.
   componentRegExp: =>
-    new RegExp "^#{@config.prefix?.toUpperCase() ? 'RV'}-"
+    new RegExp "^#{@config.prefix.toUpperCase()}-"
 
   # Parses the DOM tree and builds `Rivets.Binding` instances for every matched
   # binding declaration.