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.
Edit: I am not saying they are intentionally cheating rather it's one of the reasons that approach works.
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.
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.