At my org the biggest issue with out CLI is not the initial distribution, but supporting and maintaining multiple platforms, code signing the binaries, and making sure customers actually update the binaries.
Terminalwire will handle the builds for all the different platforms, signing, etc. so companies can instead focus on shipping their unique features to customers.
I’m also going to ship clients that automatically update to match the version of the client that’s compatible with the server in a way that the client won’t even notice.
Having some my-company.terminalwire.com as the signing identity could work; I bet most SMB wouldn't bat an eye to ship like that.