I see mainly two reasons to avoid using custom attributes :
1° If the browser is really strict about the HTML standard, he can simply refuse to show a page which don't comply to the DTD or worse, crash trying to display your page.
2° The browser can choose to strip unknown attribute from the element.
Sure, actually, no browser do either of these things, but who can say what new implementations will do in the future ?
Standards are developed for a reason, and it's always a good idea to follow them. Especially when HTML5 let you create custom attributes so easily.