They do most of this -- albeit without support -- through the store if that's a viable distribution channel for you. You can actually get support, but be prepared to pay big $$$.
Yes, going via the store fixes some of those problems but introduces others. In particular a lot of corporate users have it disabled and of course they have a lot of arbitrary policies. I didn't know they had dev support if you're in the store, interesting thanks.
YMMV, but I found the macOS app store way more picky than the MS Store. Denying my submission for using the term 'Exit' instead of 'Quit' rubs me the wrong way.
The store is kind of a non-starter for many apps. How many apps do they even have in the store? 0.01% of all Windows apps?
No clue, however, they've made it relatively seamless to publish and download from there. You can also use winget [1] to download signed apps from the store. End users don't need an MSA.
It's not that seamless. We've been trying it lately and the onboarding process is still pretty bureaucratic. Like, having to give an age rating to a zip utility doesn't make anything better.