I just migrated to MS artifact signing and, thank the lord, had an actually easier time getting verified than I did with the Sectigo and Comodo in the past. I’m sure I’m not representative of anyone else’s experience but having already had a developer account (with a different email and without an Azure account!) that I had already been using for the Microsoft Store might have helped, as well as the fact that I had a well-established business history (I’ve heard businesses younger than 3 years can’t get verified??), but reading all the comments here makes me very uneasy about the future.

It’s good to know the HSM route isn’t a complete non-starter. The main reason I panned it is that when I started looking into this I found that a number of companies that had previously offered the HSM route had done a bait and switch and were now keeping custody unless you were big enterprise (meaning willing to put up with 10k/yr fees). I did find a few that would allow OSS devs to sign their work, but read horror stories on Reddit and elsewhere about their freezing the account and issuing no refunds if you ask them to issue the cert in the name of your LLC or corporation instead of with your personal name (which I expressly did not want). Also, they actually were more expensive than Azure artifact signing even after the HSM cost was taken out.