This is absolutely unacceptable. That's like you having to submit your personal details to Microsoft in order to just run a program on Windows. Absolutely nuts and it will not go as they think it will.
Code-signing certs used to be very expensive and annoying to obtain. The situation has improved a lot since the launch of Azure Trusted Signing, and now it's roughly on par with the cost and annoyance level of code-signing for Mac binaries.
My understanding of the article is that there is nothing that a user will be able to do to install your software.
> “developers [that we approve] will have the same freedom to distribute their apps directly to users through [installation] or to use any app store they prefer.”
So, less freedom.