Hey there @CRoses. You’re not missing anything. In the current Commerce/AI-powered quote experience, the line item name font isn’t configurable through the quote theme, even though the H4 help text suggests it is. As I understand it (based on usage and HubSpot resources), what’s actually going on is this. The quote theme “Fonts” controls the base font, headings, and other text elements, but it does not expose a separate control for the line item name in the standard line_items_table module. And you’re right in that the “Heading 4 (H4) – formatting of the line item names” helper text feels misleading, because changing H4 does not alter the styling of the product name in the line item table in the new Commerce quotes. Support is right. The line item name font cannot be changed. It’s effectively hard-coded to that bold style in the default module.
I don’t know if this matters all that much since you’re experiencing a frustration, but I put together a short “why” answer here, using AI and HubSpot resources. I find these kinds of things helpful when I’m trying to push a tool beyond its current capabilities. So here’s why this inconsistency exists:
- HubSpot’s newer quote editor centralizes visual styling in the theme, but line items are rendered via a purpose-built module that prioritizes readability and data structure over full visual control, so some styling is locked.
- Other areas (cover letter, executive summary, terms, etc.) are rich text modules that inherit or override theme fonts, which is why they are fully editable while the line item name is not.
- The community has flagged the lack of line item table customization (labels, subtext, styling) as a broader limitation, which suggests this is a known gap rather than an intentional “only this must stay bold” design choice.
Now for the big idea. Hopefully. 
Here are some current workarounds people use across the community and outside sources.
Use a custom quote template built in the CMS (legacy/custom approach):
In the legacy/custom quote system, you can edit the quote template in Design Manager and control fonts more precisely, including for line item tables, because you can modify the underlying module and theme CSS.
This usually requires CMS access and developer-level work and may not be available/ideal if you’ve standardized on the new Commerce quotes.
Shift emphasis from product name to another field:
Use another line item property (e.g., a rich text description or custom field) as the primary visual “label” and keep the product name more utilitarian.
This doesn’t truly restyle the name, but in practice it draws buyer attention to the text whose font can be controlled.
Explore a fully custom quote experience (outside native quotes):
Some teams expose quote details through custom CMS pages or external docs generated via APIs, where they have full typographic control, and then link these from or alongside HubSpot quotes.
This is a heavier lift and generally only justified if your brand/UX control requirements are very high.
So no, no one has figured it out super-clean, and there’s no magic switch to make it easy. Like @BérangèreL mentioned, adding this to the ideas forum (or better yet, an existing idea / feature request) is the best next step to solve this at the macro level. For your experience, if your team can use CMS-based custom quotes I’d invest in a custom quote template so your line items are styled consistently with your brand fonts, and shift new quotes to that template.
Or if you have to stay on Commerce quotes, I’d look at standardizing all other fonts (base, headings, body) via the theme so the bold line item name is the only major visual outlier.
Hopefully that helps a bit. At least you know it’s not just you!