I build and sign an MSI (using WiX). If I copy it to my Win8 machine, it works perfectly. If I gmail it then download it on the Win8 machine, I get "Windows protected your PC" - "Run anyway" or "Don't run". This is my main question for which I cannot find answers: How does it know whether this came from a copy or it's downloaded.
I am investigating this because when I sign with a timestamp server, this popup (only when downloaded from gmail) is actually saying unknown publisher even though everywhere else things look couth.