I recently published my app (a UWP) on the Windows Store and I think there are big advantages compared to traditional MSI installers: - People will be less hesitant to install an app from the store (bc it has a stamp of approval), which is better if you're a small time developer with no recognition - You don't need to mess with installers or code signing certificates - You can easily push updates (mandatory if you want) to all your users instantaneously (I've found that updates are generally processed and made available overnight) - You can get analytics on installations, usage and crashes Yes there is a cost (MSFT takes a cut of your revenues) but I think it significantly simplifies distribution