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A Jury Will Decide If Google's App Store Is an Unjust Monopoly
(www.wired.com)
This is a most excellent place for technology news and articles.
On Windows and Linux (and Mac) there are ways to setup your computer to trust certain sources. You should be able to set a third party app store as a trusted source.
And yeah cut out the "unknown" bullshit and just show the name of the company after verifying their identity - which is a feature Android already has and uses all the time to check if a third party website can be trusted.