> that you can side load apps on Windows without using the app store at all
It's unfortunately not that simple anymore on Windows either with the SmartScreen popup getting in the way and the "Run anyway" button hard to find (not as bad as on macOS but still...).
Your executable needs a big enough "reputation score" for SmartScreen to remain silent, even when properly code-signed (unless it's signed with an expensive EV-certificiate apparently).
It's unfortunately not that simple anymore on Windows either with the SmartScreen popup getting in the way and the "Run anyway" button hard to find (not as bad as on macOS but still...).
Your executable needs a big enough "reputation score" for SmartScreen to remain silent, even when properly code-signed (unless it's signed with an expensive EV-certificiate apparently).