Consider collaborative filtering problem. We have matrix $M$ of size #users * #items. $M_{i,j} = 1$ if user i likes item j, $M_{i,j} = 0$ if user i dislikes item j and $M_{i,j}=?$ if there is no data about (i,j) pair. We want to predict $M_{i,j}$ for future user, item pairs.
Standard collaborative filtering approach is to represent M as product of 2 matrices $U \times V$ such that $||M - U \times V||_2$ is minimal (e.g. minimizing mean square error for known elements of $M$).
To me logistic loss function seems more suitable, why are all algorithms using MSE?