It may be simply mathematically impossible to get to 10 percent given the observable variables. Maybe netflix knows this and just gets synthesized research on the cheap.
So far no one has and they have gotten a ton of research on the cheap, like the current team's for 50 k USD. Smart.
Edit: I am not saying they are intentionally cheating rather it's one of the reasons that approach works.
And they are already at 9.56%.
The point is that there's really not much difference between 10% and 9.56%.
Netflix's Grand Prize could very well had been 9.64% and it would already had been won, despite everybody saying one year ago that 9.64% might be impossible given the dataset.
We will talk again in one year to see if 10% may be impossible.