Re: [w3c/webcomponents] The is="" attribute is confusing? Maybe we should encourage only ES6 class-based extension. (#509)

Just want to point out one more thing that should probably be incorporated into the design framework.  With native components we can use BEM modifiers like this [(From Philip Walton's Extending Styles article)](https://philipwalton.com/articles/extending-styles/):

``` html
<!-- Using a BEM modifier -->
<button class="Button Button--small">Download</button>
```

With custom elements that maps to:
``` html
<!-- Using a Web Component with an attribute for variation -->
<my-button small>Download</my-button>
``` 

My only point here is that it is less than straightforward to consolidate this type of architectural approach with the `is` attribute.  So it's an example of how the `is` attribute puts a constraint on the element designer. 

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