format_descriptor::format() now yields std::string

This is required since format descriptors for string types that
were using PYBIND11_DESCR were causing problems on C++14 on Linux.

Although this is technically a breaking change, it shouldn't cause
problems since the only use of format strings is passing them to
buffer_info constructor which expects std::string.

Note: for non-structured types, the const char * value is still
accessible via ::value for compatibility purpose.