Matrix is grouping rows.

StuartSmith 
Apologies if you know this already, but just in case...

To see the values line by line you need to expand the rows. Here is an example:

A simple matrix with several rows and one measure: notice how only the top level hierarchy is visible, and the values are grouped:

If you right-click on the "Channel" field in the matrix visual, you get options:

And you get this (you can format the row options under "Row Headers" in the format pane for the matrix visual)

Again, apologies if you were already aware of this.