One big difference is that this $100/yr (ish) for MS side of things doesn't actually bypass smart screen on its own. Smart screen stops showing up if more peopl

One big difference is that this $100/yr (ish) for MS side of things doesn't actually bypass smart screen on its own. Smart screen stops showing up if more people eventually install and use your app (black box). If you want to bypass it out of the gate, you need an EV Cert. Which are hundreds more (further down this article quotes one at $700), and require more effort on the business side of things.