Matrix: conditional formatting per row in matrix

Currently, conditional formatting in matrix is based on all values of the matrix. I am looking forward to have it based on individual rows (a feature already available in Excel)

Consider having monthly data (column) which you want to track for multiple categories (rows). But the categories have completely different values (i.e. some rows with $10 on average and some rows with $1000 on average).
By applying conditional formatting per row, you can track trends/behaviour per individual category.

Now the row with the highest values ($1000 row in above example) will typically steal all the highlights, and not allow you to see any color changes in rows which have much lower values (yet can still have trends)

The only current "trick" is to transform the data as a percentage of row total (%). However, then you can still face problems if you have some outliers in a specific row.