In that video they also say that sideloading can be done via double-click (no PowerShell cmdlets or whatever necessary like in Win8; not sure how certification/signing will play into this), and they also state that it'll be fine to monetize an UWP app on other stores than the Windows one. If they're actually honest with this and I haven't missed anything, UWP might well be the best thing that's ever happened to Windows.
https://channel9.msdn.com/Events/Build/2016/B829