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These questions are pretty common. You may not love the answers, but here they are.
1. It IS possible to filter the data using the JS API. You just need to filter using the URL parameters described here: Filter Views using URL Parameters | Tableau Software
2. Even though it's possible, you really really shouldn't do this. There would be nothing at all stopping a malicious user from requesting data they shouldn't see.
3. If you're not on core licensing (and it doesn't sound like you are) - then each end user needs to be a named user in the Tableau environment.
I hope this helps.
Ok, thanks Mat.
#3 from above is what I was looking for.