I would like to proceed with https://trac.osgeo.org/osgeo/ticket/1813 and obtaining a windows certificate, but this may not be ready in time for the GeoServer 2.10 release.
Options:
1) Release as is, Update the docs with a note about running on windows 10. 2) Hold the windows installer back from the release, and add it in when the signed app is ready
A bit of research, and talking to Larry, shows that Windows SDK includes a "signtool" application which should be used for both the exe and the installer.
From andrea: