as you point out, a .exe hiding behind a .zip is a problem caused by hiding extensions. and if we still lived in the 16bit DOS/Windows world, btw, MICROSOFT.COM would be a super problematic thing to click "especially-whether" the "extension" is shown or not (in 16 bit MSDOS, .COM is just as much a .EXE as .EXE is)
I'm just writing to extend your thought to the hiding of http:// and also www.
That's what introduces these problems, not a .ZIP tld, and I suspect/know it's the same people with this same type of thinking (whackamole problem solving) who think hiding http:// is a good idea (thereby causing the problem) and then suggest to fix any problems with more regulatory agencies to control what TLDs get created, what words we're allowed to use where, etc. (thereby causing new problems)
I'm not saying computer people "know better" and therefore invent systems that are tolerable to normies, I'm just saying I can't stand when normies are in charge of things that matter to me.
Indeed, a bunch of system binaries are themselves like that for historical reasons - CHCP.COM, FORMAT.COM, MORE.COM etc - because they originally had such names long ago in DOS, and someone somewhere might have a batch file that includes the extension.
And DOS got them from CP/M before it.
Which is a bit ironic since there was a time where browsers would routinely open popups in new windows, upon which it was immediately misused by ads, upon which browsers implemented counter measures. We're just in the next iteration of this.
A responsible OS should help educate and empower their users. Windows just want them to stay where they are, use Office and only install programs from their official store.