Getting max value for each row in matrix

MrSnaggls,

Try these measures. The concept is to let the row fields naturally slice the data, but remove column filter context from within the visual (i.e. keep slicer/filter selections). You can use hex codes instead of color names.

Sum Value = SUM ( Test_Table[Value] )

Conditional Formatting = 
VAR vValue = [Sum Value]
// create table of all Column values per slicers/filters
VAR vColumnValues =
    CALCULATETABLE (
        VALUES ( Test_Table[Column] ),
        ALLSELECTED ( Test_Table[Column] )
    )
VAR vTable =
    ADDCOLUMNS ( vColumnValues, "@Value", [Sum Value] )
VAR vRowMinValue =
    MINX ( vTable, [@Value] )
VAR vRowMaxValue =
    MAXX ( vTable, [@Value] )
VAR vResult =
    SWITCH ( TRUE, vValue = vRowMinValue, "Green", vValue = vRowMaxValue, "Red" )
RETURN
    vResult

Apply conditional formatting using the measure [Conditional Formatting]: