What did we do before we needed corporations to tell us what is safe and unsafe for consumption? Even as late as 2010 I cannot recall some e-nanny telling me that I downloaded a naughty executable image. I do not recall anyone having a life-altering problem due to lack of such a system, but I only know so many people.
Any way you slice this it's more about profit than it is about security. There is no amount of locking-down of Windows that will prevent my friends and family from figuring out how to completely fuck up the machine anyways and everyone involved knows it.
We were literally just talking about how awesome it would be to dumpster Apple's iOS ecosystem in favor of a .NET/Surface ecosystem, but if its going to be the same enterprise signing certificate hell, then Microsoft can fuck directly off too. I am so tired of this shit. We have spent the last 2 weeks fighting Apple certificate nonsense on behalf of several of our customers.
Apple, Microsoft, and others who would force code signing identities on developers: Kindly fuck off with your nonsense. We would like to get back to writing code and delivering excellent customer experiences. Trust can be built in many other ways. You are not the sole arbiters of trust. I would much more likely follow advice from a green username on HN than I would your smartscreen technology or any ridiculous certificate chain backing it.