Windows added a package manager with active auto-updates in Windows 8 called the Windows/Microsoft Store. It has supported non-sandboxed installers since a year into Windows 10 (the "Anniversary Update"). Late in Windows 10/11 they added a useful CLI tool for it ("winget") and a bit more than just the Store. Around the same time the Store also added support for "update feeds" other than ones that the Store directly manages.
(If anyone recalls old .NET "One Click" updaters, where you can just dump new versions into the right folder structure at a URL and the updater does the work of checking for new versions, the Store can now check similar folder structures if you'd prefer that way to manage updates instead of uploading updates directly to the Store.)
I think its more Developers don't realize their distrust of the OS is the problem today. Users are mostly happy with the Store, when they can find things on it. It is Developers that still don't like putting things on it, or have weird distrust issues with the Store, which is the issue now.