Antivirus, from a publisher perspective, is one of the worst possible things you could ever deal with.
For example for a windows app, you need to submit your binaries for whitelisting with AV companies that offer it, every time your EV code certificate is renewed. No publisher change, no software change, just a cert renewal.
Many of them use FTP/SFTP to do this, which you have to go through their awful support to get access to.
And then the FTP access expires. So you have to do it all over again every 1-3 years.