title: Can't set value to data attribute with jQuery
body: <p>From some reason I can't figure out, the <code>$('element').data('data_attribute_name', 'value');</code> syntax doesn't work here:</p>
  
  <p>HTML:</p>
  
  <pre><code>&lt;ul class="main_menu__list" data-scheme="light"&gt;
  ...
  &lt;/ul&gt;
  </code></pre>
  
  <p>JS:</p>
  
  <pre><code>$('.main_menu__list').data('scheme', 'dark');
  $('.main_menu__list').css('border', '10px solid yellow');
  </code></pre>
  
  <p>The second line does work (yellow border applied), the second one does nothing. why?</p>