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

I would like to put my small feedback as a web-developer and would like to add another point to @ebidel 's [list](https://github.com/w3c/webcomponents/issues/509#issuecomment-230780607) why `is` is important for my team and our products (custom elements).

It simplifies and optimizes not just styling, accessibility but also parsing.

We've created a number of vanilla CEs that extends `<template>` (far away from Google, Polymer, and their templating magic). The most important thing here is the inertness of element, which we *cannot implement by ourselves* . Probably, we can get it by just `extend HTMLTemplateElement` but it still will not solve the problem completely.
Before element definition is (lazily) loaded `<our-template>...</our-template>` will render `...`.

Removal of `is` (or equivalent/Custom Attributes) will require CE users to write `<our-template><template>...</template></our-template>`. Which not only look redundant and counter-intuitive, require more code on CE user side, as well as on CE dev side (as mentioned above), but what's most important `<our-template>` will still take part in regular rendering (could get styled, etc.) until it's definition is loaded.




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