The warning goes away for "widely used" binaries. I maintain a desktop application (with MSI installer) for a niche industry with a few hundred users and for t

The warning goes away for "widely used" binaries. I maintain a desktop application (with MSI installer) for a niche industry with a few hundred users and for the first few weeks they had the scary red warning, but after then they started seeing the blue, non-scary pop-up, even for new binaries provided they're signed with the same certificate. We have a Comodo code-signing cert (non-EV though) which costs ~$70/yr through Tucows (remember them?).