I ran through the deployment guide last night and frankly, it's complicated. I think we need to do everything we can to simplify the first install experience, but give people the tools to scale if needed.

(Docker is one way to simplify this, but I'd also like to support the traditional install too.)

The guide recommends creating a "mediagoblin" user account to run the application under. I've personally always run MediaGoblin with the default "www-data" user created by installing Nginx on Debian/Ubuntu. I'd suggest we move the separate user creation to the "Further considerations for production deployment" page (along with PostgreSQL).