The code produces a standard way of defining grid-areas with line numbers, there is nothing poor or long winded about that. You can build grids in many ways.
Using a data-attribute is useful when you have overlapping areas, as one cell can't have two names at the same time. It is also essential for naming grid areas support in IE10+.
That being said, we will definitely add naming areas with grid-template-areas in a future version, alongside naming grid lines, which is also very useful for these layouts.