Every seo-friendly URL (/site/page) gave me 404. I knew that mod_rewrite is on and .htaccess is correct (copied that from another vhost).
Here's the mistake:
DocumentRoot /some/path/example.com/htdocs <Directory /some/path/exampl.com/htdocs> Options All AllowOverride All </Directory>
Webroot is right, but AllowOverride is off because of stupid typo, so .htaccess does nothing.
Oh screw that, I need to sleep