Hi Jay!
Conditional formatting is limited to three conditions. Why? It's a
specification.
However you do have the default format that applies where no condition
is satisfied.
You also have the possibility of different formats for (usually)
positive, negative and zero.
But in most cases where you need more than three formats for your
conditions, you will need to resort to VBA. For this, see:
Dave McRitchie:
http://www.mvps.org/dmcritchie/excel/event.htm#case
However, if you are doing this for mainly presentation purposes, my
own view is that you should try to avoid too many different colours.