According to the Wikipedia Page, a random matrix $\bf{X}\in \mathbb{R}^{p\times q}$ follows a matrix normal distribution $\cal{MN}(\bf M, \bf U, \bf V)$ means that $$ \text{vec}(\bf X) \sim \cal N ( \mathrm{vec} (\bf M), \bf V \otimes \bf U),$$ where $\bf M \in \mathbb{R}^{p\times q}$, $\bf U \in \mathbb{R}^{p\times p}$, and $\bf V \in \mathbb{R}^{q\times q}$.
Suppose we have observed matrix-valued data $\bf X_1, \dots, \bf X_n$, which are assumed to be i.i.d. realizations of $\cal{MN}(\bf M, \bf U, \bf V)$. Then, the MLE has the estimate $\hat{\bf M}$ as the usual sample mean, and $\bf U$, $\bf V$ given by the following iterative procedure: $$ \begin{aligned} \hat{\bf U} = \frac{1}{nq} \sum_{i=1}^n (\bf X_i - \bf M) \hat{\bf V}^{-1} (\bf X_i - \bf M)^\top, \\ \hat{\bf V} = \frac{1}{np} \sum_{i=1}^n (\bf X_i - \bf M)^\top \hat{\bf U}^{-1} (\bf X_i - \bf M). \end{aligned} $$
I understand the MLE framework, but I wonder why this method does not work: Notice from the same Wikipedia page that $$\begin{aligned} \bf E[(\bf X - \bf M) (\bf X - \bf M)^\top] = \bf U\, \mathrm{tr}(\bf V), \\ \bf E[(\bf X - \bf M)^\top (\bf X - \bf M)] = \bf V\, \mathrm{tr}(\bf U). \end{aligned}$$ As $\bf U$ and $\bf V$ are not identifiable up to a scaling factor, we pose the additional restriction $\mathrm{tr}(\bf V) = q$. Then, I think it is plausible to estimate by: $$\begin{aligned} \hat{\bf U} = \frac{1}{nq} \sum_{i=1}^n (\bf X_i - \bf M) (\bf X_i - \bf M)^\top, \\ \hat{\bf V} = \frac{1}{n\operatorname{tr}(\hat{\bf U})} \sum_{i=1}^n (\bf X_i - \bf M)^\top (\bf X_i - \bf M). \end{aligned}$$ However, the second approach is not aligned with the MLE. Where did it go wrong?
n\,\mathrm{tr}(
etc., you were manually adding horizontal space. Withn\operatorname{tr}(
etc., the horizontal spacing varies with the context with no need to add it manually. $\endgroup$