Systems and techniques for generating item ratings for a user in order to allow for recommendations of selected items for that user. A set of known ratings of different items for a plurality of users is collected and maintained, and these known ratings are used to estimate rating factors influencing ratings, including user and item factors. Initial user and item factors are estimated and new user and item factors are successively added, with the original rating factors being progressively shrunk so as to reduce their magnitude and their contribution to the rating estimation as successive factors are added. When an appropriate number of user and item factors has been estimated, the rating factors are used to estimate ratings of items for a user, and the estimated ratings are employed to generate recommendations for that user.