[CON-92] add new Catchphrase data type to avoid full-text indexing

A clean commit-history one.
Since you're not doing anything with the `normalizedValue` other than returning, you can just return in line instead of storing in a variable and then returning, e.g.

    if(value.getType() == Type.TAG) {
         return Value.wrap(Convert.javaToThrift(value.getObject().toString()));
    }

etc