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While reading through the Ampersand.js documentation, I came upon this page which just clicked with me.

The problem is that when different people (e.g. a developer and a designer) collaborate on a CSS + JavaScript application, if one of them changes the selector (id or class) the other person's side of the application may break (missing style, or broken js).

By using the "data-hook" attribute instead to provide selectors for the JavaScript code, an HTML/CSS dev can go change whatever else they want in the template without fear of breaking the JavaScript.

Brilliant!