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We study the relationship between Web users and service providers, taking a sociotechnical approach and focusing particularly (but not exclusively) on privacy and security of personal data. Much conventional Web-security practice seeks to protect benevolent parties, both individuals and organizations, against purely malev- olent adversaries in an effort to prevent catastrophic events such as data breaches, ransomware attacks, and denial of service. By contrast, we highlight the dynamics among the parties that much conventional security technology seeks to protect. We regard most interactions between users and providers as implicit negotiations that, like the interactions between buyers and sellers in a market- place, have both adversarial and cooperative aspects. Our goal is to rebalance these negotiations in order to give more power to users; toward that end we advocate the adoption of two techniques, one technical and one organizational. Technically, we introduce the Plat- form for Untrusted Resource Evaluation (PURE), a content-labeling framework that empowers users to make informed decisions about service providers, reduces the ability of providers to induce be- haviors that benefit them more than users, and requires minimal time and effort to use. On the organizational side, we concur with Gordon-Tapiero et al. [19] that a collective approach is necessary to rebalance the power dynamics between users and providers; in par- ticular, we suggest that the data co-op, an organizational form sug- gested by Ligett and Nissim [25] and Pentland and Hardjono [28], is a natural setting in which to deploy PURE and similar tools.