remove pants() boilerplate from BUILD dependencies

Summary: saving much RSI from all who would write BUILD files!

Reviewers: benjy

Differential Revision: http://phabricator.prod.foursquare.com/D1879

Auditors: benjy
Merge pull request #109 from ryan-williams/strdeps2

remove pants() boilerplate from BUILD files
allow JvmApp's binary param to be a string literal
Merge pull request #110 from ryan-williams/strdeps

allow JvmApp's binary param to be a string literal