I think we are on the same page. Probably I had too high expectations about latent factors. They work, work well, but they need some minimal density level (art). After I increased density from 0.3 to 2.5% by filtering out user/movies with low number of ratings (in my case sites/ad campaigns), I saw the MATRIX:
left side - very good sites for every campaign
right side - very bad sites for every camapign
