Embedding "User Owns Data" method -- into Salesforce

The more I read the more I get confused. There appear to be two roads (methods) to take when considering embedding Power BI content.

1) User Owns Data  (requires Power BI Pro license -- for end users to view embedded content)

2) App Owns Data (requires Power BI Premium service + Power BI Pro for developers)

I work with a small business and have 10 - 20 users who would need to view Power BI embedded content.  We believe it makes more economic sense to select the "user owns data" method -- our assumption is that if the 10-20 users all have Power BI Pro license, then we only need to figure out how to actually embed content.

My company is using Tableau desktop and tableau online --- and the process of embedding dashboards and reports is very simple (copy and paste the embedding code & if the end users are signed into their Tableau online accounts -- they are able to see the dashboards, report, etc.) 

Questions:

Does the "User Owns Data" method require Premium Service or and additional license besides Power BI Pro?

The embedding process is very complicated to understand for someone who is not a developer (this is where tableau online is great). It seems to me that the "user owns data" method should be as simple as the "Publish to Web" method -- copy and paste -- and consumers of the embedded content are required to have Power BI Pro license. (it is not). 

Is there a step by step guide for "user owns data" method when embedding into Salesforce?  Is the Embedding into Salesforce Blog guide still valid? (seems license requirements may have changed)

I need the "User Owns Data" embedding for dummies.....any advice, help, reference to articles, etc. -- for the non-developer is greatly appreciated. 

Thank you