A rank-r matrix X \in R^{m x n} can be written as a product UV', where U \in R^{m x r} and V \in R^{n x r}. One could exploit this observation in optimization: e.g., consider the minimization of a convex function f(X) over rank-r matrices, where the scaffold of rank-r matrices is modeled via the factorization in U and V variables. Such heuristic has been wid