The good scammers absolutely will not be scared off by the need to pay a penny to steal a dollar. You have to buy a cheap watch/violin/purse if you want to pass it off as an expensive one. You have to pay off in the back of the operation if you want to keep cash coming in through the front. Indeed, one of the easy ways to short-circuit human trust defenses is to make a show of trust first, such as by placing personal assets at risk. "Here, I'll trust you to hold my wallet full of $500 cash, while I drive your expensive late-model car--that's worth even more when shipped to mainland China--to go get help. You know I'm coming back, because $500 is a lot of money."

The scheme shifts the need to trust from Random Q. Hacker to the certificate-issuing authority, and that only helps if the authority is more trustworthy than the individual. If they don't put forth an effort to really dig in to those applying for certificates, they're just selling costumes for the security theater.

I trust Microsoft more than someone I have never heard of, but I don't inherently trust them more than the informal assembly of Notepad++ contributors and lead FOSS developer Don Ho. If Microsoft's code-signing certificate validation process is not capable of recognizing organizations that are not formally incorporated, and allowing them to use the name of their brand, rather than the names of their lead developers or maintainers, they are leaving a huge fraction of my installs hanging in the wind.