Performance issue with one specific measure

I have a matrix that has 9 column across, 3 levels to drill down + signs.

When loading all visuals on the page without this "filter" it loads fine, Dax Query renders in 87 ms in the matrix for performance analyzer.

When loading all visuals on the page with this "filter" it loads very long, Dax Query renders in 30,239 ms in the matrix for performance analyzer. 

This is the only change that has been made with both when running Performance Analyzer. It also behaves similarly if I remove the 9 columns across and only go to 1 column.

The filter in question is a simple adding three of the columns together and is set to "is not 0" for the visual filter in order to remove duplication in the + sign rows (there are 0's across that I am trying to eliminate). 

I don't know what the next steps are for analyzing, I know this filter is the reason but cannot understand why this one filter would cause such performance issues as it is not anything special or unusual (and all three of the fields in it are already in the matrix).