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.