Ok, after reading more I see a method which works fine for what I needed. 
 Using the PatternFormat I can use the distinct string values as class names 
to set a style on the 'cell'.

var formatter = new google.visualization.PatternFormat('<div 
class="class{0}">{0}</div>'); 
formatter.format(dataTable, [2]);

Works for this simple case.  Would still be nice if there were something 
that combined the functionality of ColorFormat with regular expressions or a 
some other more advanced logic than just numeric ranges.

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