I have an OV cert for Windows, which is expensive enough. I just make sure to do a snapshot release using the new certificate to existing customers (through my newsletter and forum) a while before using it for new customers. That way there is time for the scary warnings to go away before any new customers see them.

Digital certificates providers are basically checking your id (mostly automted) and multiplying 2 prime numbers together. Then charging you several hundred dollars. A 1 year Sectigo certificate EV with USB key is $431.99. Nice work if you can get it.

I wrote this back in 2008:

https://successfulsoftware.net/2008/02/27/the-great-digital-...

But it has got much worse since then.