MSIX Windows 10 does not allow to install nor auto-update when publisher changes

Project
Using Packaged Self Contained WinUI3 application with Msix for packaging, install and auto-update

Describe the bug
On windows 10: if publisher hash has changed, msix will not let install nor auto update to the next version of the app

To Reproduce
Create WinUI3 app package sign with visual studio certificate with some summy publisher name
Install the app via msix
Create next package of the same app with different publisher name
try to use Auto Update or Install from msix
Error

App installation failed with error message: Windows cannot install package MsixWin10BrokenUpdateInstall-ebd5-4308-95044568676_1.1.4.0_x64__jm9rw1e8bgdzg because a different package MsixWin10BrokenUpdateInstall-ebd5-4308-95044568676_1.1.2.0_x64__75cr2b68sm664 with the same name is already installed. Remove package MsixWin10BrokenUpdateInstall-ebd5-4308-95044568676_1.1.2.0_x64__75cr2b68sm664 before installing. (0x80073cf3)

Expected behavior
It should work at least as in win 11 where it lets you install it as a new application.
Ideally it should auto update since it's same PackageName.
Win 10 behavior is irrational it complains that it cannot install because "Same" package already exist but if that is the case why it does not allow to "update" ?

Platform

Edition Windows 10 Pro
Version 22H2
Installed on ‎4/‎24/‎2023
OS build 19045.2846
Experience Windows Feature Experience Pack 120.2212.4190.0

This issue is related to this one

https://github.com/microsoft/msix-packaging/issues/365

Reproduce the Windows 10 22H2 behavior described in the issue using two packages with the same name and different publisher hashes. Read the related issue #365 for context, then compare install and auto-update results with Windows 11. Done means the expected Windows 10 installation or update behavior is defined and the reported failure is resolved or documented.