Adds --no-match-shorthand so users can opt out of shorthand matching

I'm fine with keeping shorthand matching the default, but I respect some
people don't like it.

refs: #20
Adds @kopipejst to CONTRIBUTORS for his help

Especially for #20
Fixes URL now that github changed the github pages domain

More info: https://github.com/blog/1452-new-github-pages-domain-github-io
Bumping version to 1.1.0 for release
Added testing and refactored normalized_value