jQuery selectors on custom data attributes using HTML5

by 
$("ul[data-group='Companies'] li[data-company='Microsoft']") //Get all elements with data-company="Microsoft" below "Companies"

$("ul[data-group='Companies'] li:not([data-company='Microsoft'])") //get all elements with data-company!="Microsoft" below "Companies"

Look in to jQuery Selectors :contains is a selector

here is info on the :contains selector

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