Don't you still need a developer account to sign and notarize? I just released an app outside the store and that's what I do, at least.

Yes, I still need an Apple developer account to sign and notarize my software. I'm ok with that.

So technically Apple is still between, just way way less hoops.

Not really. The customer buys from me, not Apple and I get their email address and can ask them to sign up for my newsletter. I have to sign my and notarize my software with Apple, but the customer probably isn't even aware of that,

I meant it in a way where you still need Apples "permission" to distribute the app, through the developer license and notarization. Without it you/we couldn't sign the app causing trouble for the end user, or am I wrong here?

You can distribute your Mac app without signing, but customers have to set their preferences to accept unsigned apps, which is not the default. So not advisable.

So you sort of need Apple's permission. But, as long as you are prepared to stump up the ~$100 per year and don't do anything stupid, then the certificate and notarization shouldn't be an issue. I haven't heard of any bona fide developers being refused a certificate. And I haven't had any issue with notarization (yet).

BTW I have heard of bona fide developers being kicked out of the Mac and iOS app stores for all sorts of dodgy reasons.