We have an online store that delivers MSI packages over an SSL connection. IE9 clients that click on the link to download see a Run, Save, View Downloads bar at the bottom of the screen. If they select to Run, after the download, and after the security scan, the Smart Screen bar presents buttons to Delete, Actions, or View Downloads. "Delete" is the recommended action.
When I download an MSI from another site, for instance, the TortoiseSVN client from tigris.org, and I select to Run, the installer starts right up. Obviously, IE9 thinks the SVN client MSI is safer than the MSI for my product. Why? Is there anything I can do to demonstrate to IE9 that my product is trustworthy?
I know I can instruct my clients to "Run Anyway" despite IE9's warning them off, but this is not a good customer experience. What makes Tigris more trustworthy than my company?