If what we're aiming for is compatibility with both HTML5 and XHTML5 then it's not just a question of avoiding namespaces, they must be ruled out completely and limited only to the namespace declarations that HTML5 allows (SVG, MathML, and Xlink, IIRC). HTML and XHTML aren't nearly as interoperable as people seem to think (e.g.
http://wiki.whatwg.org/wiki/HTML_vs._XHTML) and adding any XML-specific features to the format compromises a lot of Daniel's requirements from
https://groups.google.com/d/msg/epub-ng/mMegv_DMgho/HmmG2JEz9igJ (which are reqs I happen to agree with, personally).
The problem with using data- attributes is that they are supposed to be used for private application state and storage, they aren't intended to be used for data interoperability or transfer. That's what they invented both microdata and RDA lite for. (I'd prefer RDA lite myself because, unlike microdata, it doesn't overload the id with meaning, but they are functionally identical so which one we go for doesn't matter.)
Or, the simplest solution is to just use the vendor-prefix style that they went with for ARIA in HTML5. That is, epub-type instead of epub:type. This approach has the benefit of working, out of the box, in all major web browsers, in both HTML5 and XHTML. The [epub:type] attribute selector, for example, doesn't work in most IEs (and IIR a few other browsers but I don't have the references at hand so I may be misremembering), so using namespaced attributes with colons breaks the HTML serialisation.
All, IMHO, of course. :-)
- best
- baldur