Supposely you made some applicationm simple one or with complex installer - let's call it "example.exe".

If you will download it and try to run in latest OS - you will get this:

Specially designed dialog window making it almost impossible to figure out first time how to do it.

Note that for widely known software you won't get it as SmartScreen sofwtare compared sigital signature with database.

Morosoft will tell you to buy special certificate

But if you do it - nothing will change.

You app will get same message, and to go around it you need lot of installations - so called "reputation", and installations of EXACTLY same version of file.

But with such reputation is impossible to get with such dialog present, catch 22.

Note that corporations (aka publishers) do not have such issues - they buy Extended Validation Code Signing Certificate. $699 for 1 second of computer work goes to... corporations who sell certificates. And Microsoft started to build this system more than 10 years ago.

Check big original post at https://getimageview.net/2020/06/02/microsoft-defender-smartscreen-is-hurting-independent-developers/