DIV Attribute containing full DIV content

[yousayjump]

Hi all

I recently watched the latest Mozinar called "Making Your Site Audits More Actionable". It was presented by the guys at seogadget.  In the mozinar one of the guys said he loves the website www.sportsbikeshop.co.uk and that they have spent a lot of money on it from an SEO point of view (presumably with seogadget) so I decided to look through the source and noticed something I had not seen before and wondered if anyone can shed any light.

On this page (http://www.sportsbikeshop.co.uk/motorcycle_parts/content_cat/852/(2;product_rating;DESC;0-0;all;92)/page_1/max_20) there is a paragraph of text that begins with 'The ever reliable UK weather...' and when you via the source of the containing DIV you will notice a bespoke attribute called "threedots=" and within it, is the entire text content for that DIV.

Any thoughts as to why they would put that there?  I can't see any reason as to why this would benefit a site in any shape or form. Its invalid markup for one.

Am I missing a trick..?

Thoughts would be greatly appreciated.

Kris

P.S. for those who can't be bothered to visit the site, here is a smaller version of what they have done:

This is an introductory paragraph of text for this page.

[Vizergy]

I believe that goes with a jquery plugin that has something to do with text container size.  Our devs have used it before and it looked like that.  I don't believe it has anything to do with SEO.