Even when the .exe is code-signed, here is what I have to tell the user to expect during download:
You will get unwarranted warnings in Chrome, such as
the packet is not commonly downloaded and may be dangerous. Choose ^ (Up Arrow) and Keep, then ^ (Up Arrow) and Open.
Windows Smartscreen prevented an unrecognized app from starting. Running this app may put your PC at risk. Choose More Info, then Run Anyway.
You will get unwarranted warnings in Firefox, such as
from McAfee Web Advisor: That download is dangerous. Choose Accept the Risk. Choose the downward arrow, which takes you to your Download directory and double-click on the .exe file.
You will get unwarranted warnings in Edge, such as
What do you want to do with the.exe file? Choose Save.
Packet is not commonly downloaded and could harm your computer. Choose Run.
Windows Smartscreen prevented an unrecognized app from starting. Running this app may put your PC at risk. Choose More Info, then Run Anyway.
This is probably going to scare most users away. I am beginning to think the only viable way to distribute the ebook is as a portable app on a USB stick.
Unfortunately, you’ll have to wait some time until your ebooks have been enough downloaded so that your certificate gets some “reputation”. It is a matter of days or weeks, depending on the number of downloads per day.
It’s a criticized feature implemented by Microsoft and other browser/antivirus companies: you can learn more about it at http://blogs.msdn.com/b/smondal/archive/2013/01/08/windows-smartscreen-prevented-an-unrecognized-app-from-running-running-this-app-might-put-your-pc-at-risk.aspx
Though the application is signed with a certificate from Verisign, still the publisher name is displayed as unknown. SmartScreen dialog should be the same as for any other executable, with a “More Info” option, and “Run Anyway” button. Windows SmartScreen alerts users before running unrecognized programs downloaded from the Internet. Microsoft has extended the SmartScreen feature of Internet Explorer to Windows as well to protect users from malware. In general, SmartScreen Protection shows the above message when you try to run a newly released program or an application that has not yet established a reputation. Even though one can easily disable the SmartScreen Protection feature in Windows 8, we don’t advise you to turn off the protection.
Once this is done, the SmartScreen will continue to warn about the application until the certificate develops a reputation. But it would display a valid publisher name instead of unknown publisher.
It’s not a problem due to HTML Executable, because any software program is impacted.
The good news is that your digital certificate is a guarantee that will have a fast impact on the reputation of your ebook (for Windows, browsers and antivirus programs).