That's
terrible. At least on Windows, they don't seem like they're willing (yet) to completely eliminate the user's choice in the matter. They just make it as terrifying as possible (not to mention difficult and completely unintuitive for the uninitiated) to move past the "unknown publisher" warning.
They (Windows) also don't have a straightforward, in-house solution for software devs who might
want to sign their binaries. They leave it up to hundreds of third-party certificate providers/sellers. So you get to do tons of research into how much reputability (not to mention Windows compatibility) you can afford to purchase. From rock-solid and completely unaffordable, to fly-by-night reputations (and questionable Windows installer compatibility) but dirt-cheap. And everything in between.