I believe that the Windows 10 logo requirements are exactly the opposite of that.
If you look at the UEFI requirements for Windows 10[1], specifically clauses 19 and 20, it says for non-ARM systems the user MUST be able to put Secure Boot into Custom signature-checking mode.
They're not opposites. PCs are required to have secure boot and they're required to have MS's cert installed and they're required to be able to disable secure boot.
Basically yes; it's required to get the Windows sticker. I haven't heard that MS charges money to sign bootloaders, though.