MSIX Windows 10 does not allow to install nor auto-update when publisher changes

[KWodarczyk]

Project
Using Packaged Self Contained WinUI3 application with Msix for packaging, install and auto-update

Describe the bug
On windows 10: if publisher hash has changed, msix will not let install nor auto update to the next version of the app

To Reproduce
Create WinUI3 app package sign with visual studio certificate with some summy publisher name
Install the app via msix
Create next package of the same app with different publisher name
try to use Auto Update or Install from msix
Error

App installation failed with error message: Windows cannot install package MsixWin10BrokenUpdateInstall-ebd5-4308-95044568676_1.1.4.0_x64__jm9rw1e8bgdzg because a different package MsixWin10BrokenUpdateInstall-ebd5-4308-95044568676_1.1.2.0_x64__75cr2b68sm664 with the same name is already installed. Remove package MsixWin10BrokenUpdateInstall-ebd5-4308-95044568676_1.1.2.0_x64__75cr2b68sm664 before installing. (0x80073cf3)

Expected behavior
It should work at least as in win 11 where it lets you install it as a new application.
Ideally it should auto update since it's same PackageName.
Win 10 behavior is irrational it complains that it cannot install because "Same" package already exist but if that is the case why it does not allow to "update" ?

Platform

Edition Windows 10 Pro
Version 22H2
Installed on ‎4/‎24/‎2023
OS build 19045.2846
Experience Windows Feature Experience Pack 120.2212.4190.0

This issue is related to this one

#365

[psycorp]

This is by design and cannot be changed.

The Publisher forms part of your applications unique name & mustn't change between releases.

Changing the Publisher is like renaming your application.

The MSIX file name & installation location are explained here,
https://www.advancedinstaller.com/msix-introduction.html#install-location

The Hash term used is the Hash of the FULL Publisher name.