hero: implement the basics of user logins

There's also a lot of refactoring/renaming in here, so the diff is really messy.
The overall problem is that I've only ever added code, I've never gone back and
reorganized/rearchitected stuff. So adding even small features is becoming an
enormous effort.

Anyway, this adds the basics of user auth. Next I need to add the auth checks
for every route that needs it, and make sure everything is back to working
correctly.

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