Hi Max,
That's the one bug in the docs I mentioned earlier in the thread - which we missed, and we'll be fixing. It was pointed out just a couple of days ago on another thread, which I linked a few posts back.
That `pip install` step _does_ need to be run as root - the rest of the following steps should be as we've said in the docs, as the omero operating system user.
Totally understand why it's nicer to automate the install - we've been doing that within OME, as I mentioned, using Ansible scripts - see https://github.com/ome/ansible-examples-omero - this gives you an OMERO server with Web installed in one-step, but not deployed in Docker.
So all that switching users even caught us out!
All the best,
Kenny