Windows did try to incite devs to use the windows store but it did not catch on. Restraining third-party installation only from the Store is a good way to remove adwares and co.
Honestly Microsoft did shat the bed with their app store, it has no right to be as difficult to use (both as user and developer) as it is.
Windows developers were and are already doing app distribution. 30% for something dev's were already doing...
You can disable execute for download directories too.
These are not the default because it annoys everyone to no end. Likewise installing applications just from Microsoft Store. (Where badness has slipped in too.)
And finally, people still get caught with an MS Office document which will be opened from a download just fine and with a fake website.
I describe that threat much differently. I don't blame users. I blame windows for allowing a link clicked in an email to install software, to alter system files, to upload PII to Nigerian servers. Users should not be trusted. Just because a macro in an excel doc inside an email CAN do something clever doesn't mean that windows should allow that to happen so easily.