The Norton and McAfee site-seal shakedown

Asking HN - I run a successful ecommerce site and have run across what I perceive to be a "scam" involving antivirus/security companies.

First, it was Norton Antivirus flagging our site as "dangerous" and throwing up a warning to customers that accessed our site. When we contacted Norton, they suggested we enroll in their trusted site system and place a seal on our site. I escalated, and through a personal contact got our perfectly-safe, SaaS (Shopify) hosted site whitelisted.

Now it's happened with McAfee and we're going through the same process. Has anyone run into this before? I believe it's a deliberate sales attempt - there's nothing on our site besides normal ad-tracking (Google Analytics, Facebook Pixel, etc).

Would love to hear any thoughts on this topic.