A couple of things that normally annoy me are that it's just a .zip file not an installer so the user has to figure out a "sensible" place to install it is ... and that there's like emacs.exe, emacsclient.exe, runemacs.exe or whatever - a bunch of .exes and it's not clear unless you've dug around a bit[0] which is "correct".
But after that it was relatively plain-sailing for me. What else was troubling you? Note: it's possible that we've got totally different workloads and needs - not saying you're doing anything wrong, I'm just curious
[0] - OK you don't have to dig far, (it's on https://www.gnu.org/software/emacs/download.html) but it still annoys me a tiny bit
But when you're on Windows, boy you have to do a LOT to get it to just work. I tried it (and spacemacs, as I'm quite familiar with vim) last month for doing some python work on Windows... I just gave up after 2 days.